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THE! 
CLOTHING  B 


By  CHARLES  AUSTIN  BATES 


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^^' 


The  Clothing  Book 


BV 

CHARLES  AUSTIN  BATES 


New  York 
The  Charles  Austin  Bates  Syndicate 

1898 


Copyright  1898 
THE  CHARLES  AUSTIN  BATES  SYNDICATE 


*|S^ 


HOW  TO  ADVERTISE 
A  CLOTHING  STORE. 


The  general  principles  of  good  advertising  are  undoubt- 
edly more  thoroughly  understood  by  clothiers  than  by  any 
other  class  of  retailers. 

There  is  more  good  clothing  advertising  in  the  newspa- 
pers of  the  United  States  than  all  other  businesses  put  to- 
gether can  show. 

It  is  perhaps  not  too  much  to  say  that  nearly  everv 
clothier  who  advertises  is  a  fairly  good  advertiser — as  com- 
pared with  other  business  men  of  his  town. 

At  the  same  time,  clothiers,  as  a  class,  have  much  to 
learn  in  regard  to  really  good  advertising,  and  it  is  greatly 
to  their  credit  that  they  are  always  eager  for  any  informa- 
tion that  will  tend  to  improve  their  advertising.' 

INSIDE  THE  STORE. 

The  best  of  all  advertising,  in  any  business,  is  done  inside 
the  store. 

Too  many  advertisers  totally  overlook  that  point.  They 
seem  to  think  that  advertising  means  bringing  people  into 
the  store,  and  that  the  whole  duty  of  their  advertising  is 
done  if  it  brings  people  in. 

On  the  contrary,  the  purpose  of  advertising  is  to  sell 
goods,  not  once  only,  but  to  the  same  customer  over  and 
over  again.  Almost  anybody  can  write  an  ad  which  will 
bring  in  people,  but  nobody  can  write  an  ad  that  will  keep 
people  coming  if  the  store  and  the  goods  fail  to  come  up  to 
the  advertising  promises. 

In  the  first  place,  every  advertisement  should  state  the 
exact  truth  so  far  as  the  quality  and  value  of  the  goods  of- 
fered are  concerned.     It  is  all  very  well  to  be  enthusiastic 


4  THE   CLOTHING  BOOK. 

and  to  try  to  give  a  general  impression  to  the  effect  tluL 
yours  is  the  only  store  and  yours  the  only  goods  worth 
mentioning,  but  when  it  comes  to  describing  goods,  their 
style,  their  general  character  and  their  durability,  only  the 
exact  truth  should  be  stated. 

In  the  second  place,  the  atmosphere  of  the  store  should 
be  charged  with  the  enthusiasm  which  characterized  the 
advertisement  that  brought  the  people  in,  and  every  visitor, 
no  matter  how  poor  or  how  humble,  should  be  made  to  feel 
instantly  that  he  is  welcome,  and  that  lie  has  made  no  mis- 
take in  coming. 

Many  clothing  stores,  for  some  purpose  which  I  could 
never  fathom,  keep  a  large  and  impressive  individual  stand- 
ing just  inside  the  store,  whose  sole  purpose  in  life  seems 
to  be  to  glare  at  every  visitor  in  a  manner  both  superior 
and  suspicious.  It  has  been  said  by  those  who  have  ven- 
tured the  experiment,  that  this  gentleman  will,  if  approached 
in  a  proper  spirit,  answer  any  inquiries  that  may  be  made 
as  to  the  location  of  goods  throughout  the  store,  but  it 
takes  a  man  of  more  than  ordinary  personal  courage  to 
make  the  experiment. 

It  is  not  necessary  to  welcome  a  caller  after  the  Baxter 
Street  coUar-and-elbow  style,  but  it  is  necessary  to  greet 
everybody  with  politeness  and  with  just  the  right  degree  of 
the  spirit  of  welcome.  A  man  who  simply  stands  about  like 
a  dummy,  who  never  moves  a  muscle  unless  he  is  addressed, 
and  then  never  shows  any  personal  interest  in  a  customer, 
is  a  nuisance,  certain  to  drive  trade  away  from  the  store. 

As  to  the  clerks,  they  must  be  taught  that  their  duty  is 
to  wait  upon  every  customer  just  as  quickly  as  possible  and 
with  thorough  politeness. 

I  have  in  mind  one  large  clothing  store  in  a  leading  city 
of  the  country,  where  on  every  floor,  as  the  elevators  go  up 
and  down,  the  clerks  may  be  seen  gathered  together  in  knots 
in  remote  portions  of  the  floor,  engaged  in  deep,  confidential 
conversation.  If  you  alight  on  any  of  the  floors  your  pres- 
ence will  not  be  noticed  unless  you  walk  over  and  forcibly 
disentangle  one  of  these  knots. 

If  you  see  any  indications  of  a  condition  of  this  sort  in 
your  store,  stop  it,  if  you  have  to  discharge  every  clerk  and 
get  new  ones. 

Your  clerks  should  be  properly  distributed  about  the 
store,  and  should  always  be  ready,  except  during  a  rush 


THE  CLOTHING  BOOK.  5 

of  business,  to  step  to  the  side  of  every  person  who  enters 
your  store  and  show  them  whatever  they  wish  to  see. 

In  a  clothing  store  a  clerk  may  properly  ask  a  customer, 
first,  what  he  wishes  to  see ;  then  what  his  preference  as  to 
color,  fabric  and  style  is ;  and  third,  about  what  price  he 
wishes  to  pay. 

After  securing  this  information  the  clerk  should  show  a 
reasonably  good  selection  of  the  goods  desired,  with  a  run- 
ning fire  of  comment  and  information  as  to  qualities,  etc. 

Having  done  this,  he  should  offer  to  try  on  the  garments 
for  wdiich  the  customer  shows  a  preference,  and  answer  any 
questions  which  may  be  asked.  He  should  be  quick  to  note 
whether  or  not  the  customer  seems  pleased  with  any  partic- 
ular suit,  or  whatever  it  may  be,  and  use  every  reasonable 
means  to  convince  him  of  its  good  qualities.  If,  however, 
it  isn't  what  he  ought  to  have,  if  it  is  not  so  good  as  it  should 
be,  or  if  it  is  unbecoming,  he  should  in  all  cases  say  so.  Of 
course,  if  a  man  wants  to  buy  something  that  he  ought  not 
to  have,  he  has  a  perfect  right  to  do  so,  but  he  should  be 
made  to  understand  that  it  was  his  choice  and  not  the  sales- 
man's. 

A  salesman  needs  a  great  deal  of  tact — that  goes  without 
saying.  It  is  not  an  easy  matter  to  sell  goods  without  over- 
stepping the  lines.  It  is  not  easy  to  make  a  man  feel  that 
some  particular  article  is  an  article  without  which  his  life 
would  be  a  failure  without  going  too  far  and  being  of- 
fensive in  its  praise. 

Some  salesmen  can  do  this  to  perfection. 

They  are  rare. 

If  you  have  such,  don't  let  them  go  if  you  can  possibly 
help  it. 

If  you  have  any  clerks  who  are  of  the  superior  and  haugh- 
ty sort,  or  who  make  their  efforts  to  sell  goods  offensive, 
get  rid  of  them  by  all  means. 

The  store  itself  should  always  be  clean,  bright  and  as  at- 
tractive as  possible.    Appearances  count  for  a  great  deal. 

WHERE  TO  ADVERTISE. 

A  very  large  proportion  of  the  money  you  spend  in  ad- 
vertising should  be  spent  with  the  newspapers. 


6  THE  CLOTHING  BOOK. 

Nowadays  almost  everybody  who  reads  reads  the  papers 
and  depends  upon  them  for  information  as  to  what  to  buy 
and  where  to  buy  it. 

It  is  safe  to  say  that  before  buying  a  suit  of  clothes  most 
men  look  over  the  clothing  ads  in  the  newspapers  for  per- 
and  what  the  prices  are. 

haps  several  days  in  order  to  ascertain  what  is  being  offered 
Clothing  for  boys  and  young  men  is  generally  either  se- 
lected personally  by  their  mothers  or  sisters,  or  is  bought 

In  most  instances,  too,  there  is  a  woman  in  the  case, 
according  to  their  instructions.  The  wives  of  a  great  many 
men  pay  more  attention  to  the  personal  appearance  of  their 
husbands  than  do  the  men  themselves,  and  the  clothing 
is  generally  bought  upon  their  suggestion,  and  at  such  times 
as  they  think  it  ought  to  be  bought. 

Women  read  all  the  advertisements  in  all  the  newspapers 
they  see.  They  are  strong  believers  in  advertisements,  and 
are  aways  on  the  keen  hunt  for  bargains.  The  only  way  in 
which  you  can  be  sure  to  reach  the  women  is  by  newspaper 
advertising,  and  if  the  mother,  sister  or  wife  of  the  man 
whose  trade  you  want  sees  an  advertisement  of  a  suit  or  an 
overcoat  that  pleases  her,  the  man  himself  will  probably 
not  be  long  in  coming  arotmd  to  look  at  it. 

The  man  himself  will  read  your  ads,  too.  He  is  always 
interested  in  clothing,  even  when  he  has  no  intention  of 
making  an  immediate  purchase. 

Most  men  read  all  the  clothing  ads  in  the  newsoapers 
provided  the  ads  are  sufficiently  attractive  and  look  as  if 
they  were  worth  reading. 

Advertising  by  circulars,  if  done  at  all,  should  be  done 
very  carefully. 

Circulars  should  be  attractive  and  well  printed  on  good 
paper.  They  should  be  short,  bright  and  convincing.  They 
should  always  be  sent  through  the  mail  and  never  thrown 
into  doorways  or  thrust  into  letter  boxes.  People  natur- 
ally don't  like  to  have  their  premises  littered  up  with  cheap 
advertising  matter,  and  they  are  not  any  too  apt  to  patron- 
ize a  merchant  who  follows  that  practice. 

The  best  way  to  use  circulars  is  this  : 

BOOKLETS  AND  CIRCULARS. 

Keep  a  list  of  the  names  and  addresses  of  everybody  who 
makes  a  purchase  at  your  store  .     Four    times  a    year — 


THE  CLOTHING  BOOK.  7 

Spring,  Summer,  Fall  and  Winter,  or  oftener — reach  them, 
through  the  mail,  with  a  brief  circular  telling  about  your 
new  stock  of  seasonable  goods,  describing  two  or  three  of 
your  leaders  in  detail  and  inviting  them  to  come  in  and  see 
for  themselves. 

With  this  exception  it  is  best  to  do  no  circular  advertis- 
ing whatever. 

One  of  the  reasons  why  this  is  true  is  that  the  circular  is 
the  favorite  advertising  medium  of  the  fly-by-night  trav- 
eling clothing  dealer,  who  fills  a  town  full  of  circulars,  red 
and  yellow  signs,  shoddy  clothing  and  then  skips.  People 
who  have  been  caught  once  remember  the  cheap  man  with 
his  cheap  circulars  and  cheap  clothing,  and  anything  that 
reminds  them  of  him  is  apt-  to  arouse  their  suspicion  and 
make  an  unfortunate  impression. 

If  your  business  warrants  it,  it  is  an  excellent  plan  to  use 
a  booklet  once  or  twice  a  year  in  place  of  the  circular  I  have 
mentioned.  This  booklet  should  be  illustrated  and  very 
neatly  printed.  After  a  short  introductory  talk,  telling  w^hat 
a  good  store  you  have,  and  how  excellent  your  methods 
are,  and  how  reliable  your  goods  are,  a  description  of  the 
seasonable  styles  should  follow.  Describe  in  full,  with  pic- 
tures, the  leading  fashions  to  be  found  in  your  Fall  stock, 
or  Spring  stock,  as  the  case  may  be,  in  suits,  overcoats,  hats 
and  general  furnishings. 

A  booklet  of  this  sort,  if  properly  prepared  and  placed  in 
the  hands  of  the  right  people,  almost  invariably  proves  a 
paying  investment. 

It  is  a  mystery  to  me  why  there  is  not  more  advertising 
distributed  in  the  packages  w^hich  go  out  of  stores  generally. 
Every  time  a  package  is  sent  out  without  a  neat  little  cir- 
cular or  booklet  there  is  an  opportunity  wasted.  I  know 
that  these  things  pay.  They  bring  direct  returns,  and  they 
are  particularly  calculated  to  do  so  if  the  purchases  with 
which  they  are  inclosed  have  been  satisfactory. 

Packages  are  opened  for  an  inspection  of  the  contents — 
a  leisurely  inspection  usually.  With  the  bundles  that  are 
carried  home  this  is  especially  true.  The  shopper  reaches 
home  very  much  fatigued.  She  sits  down  with  the  pack- 
age on  her  lap  and  opens  and  examines  while  she  rests.  If 
there's  an  attractive  booklet  or  circular  in  it  it  will  be  read. 
Needn't  cut  the  talk  short.  Say  all  you  have  to  say.  and 
take  w^ords  enough  to  clinch  the  story. 


8  THE  CLOTHING  BOOK. 

was  distributed  in  the  right  way  without  bringing  profitable 
returns.  The  distribution  of  little  booklets  in  packages  that 
are  sent  out  of  the  store  is  one  of  the  best  methods  of  draw- 
ing trade  that  I  know  anything  about.  The  advertiser  has 
an  absolute  check  on  the  circulation.  He  knows  exactly 
how  much  of  it  he  gets  and  to  whom  it  goes. 

This  is  a  method  of  advertising  which  is  overlooked  en- 
tirely by  nine  out  of  ten  business  men,  and  practiced  only  by 
spurts  by  the  other  one.  Every  package  that  goes  out  ought 
to  carry  something  of  the  kind  with  it.  It  is  a  string  at- 
tached to  future  business.  It  goes  right  into  the  home  of 
an  actual  buyer.  If  it  is  properly  printed,  it  will  get  atten- 
tion every  time.  Even  a  dodger  under  such  circumstances 
has  weight.  This  method  of  distribution  is  absolutely  sure. 
The  merchant  controls  it  himself.  He  knows  just  how  much 
circulation  he  gets  and  what  it  costs.  By  judicious  experi- 
ment he  can  determine  just  about  what  the  effect  is. 

When  there  is  reasonable  excuse  or  need  for  a  booklet, 
it  will  pay  if  it  is  properly  distributed.  In  making  that  state- 
ment, I  take  it  for  granted  that  the  booklet  will  have  some- 
thing attractive  about  it,  and  that  it  will  be  printed  in  good 
style.  Cheap  printing  may  possibly  pay  sometimes,  but 
the  chances  are  that  the  attractive  will  pay  very  much  bet- 
ter in  proportion. 

One  of  the  strangest  things  in  advertising  or  in  printing 
is  that  a  man  will  start  out  with  the  intention  of  having  the 
best  thing  he  can  get.  He  will  find,  let  us  say,  that  it  is  go- 
ing to  cost  $105,  but  by  skimping  it  a  little  bit  he  can  get 
it  for  $100.  Taking  that  $5  off  the  price  and  out  of  the  qual- 
ity is  just  like  taking  the  edge  off  a  knife.  You  can  cut  some 
things  with  a  dull  knife,  but  there  are  some  things  you  can't 
cut  with  it,  and  you  can't  cut  anything  with  it  as'  quickly, 
smoothly,  cleanly  and  thoroughly  as  you  can  with  a  sharp 
knife.  Advertising  ought  to  have  a  razor  edge,  even  if  it 
does  cost  a  little  bit  for  grinding.  It  ought  to  be  keen 
enough  to  enter  the  brain  of  greatest  resistance. 

It  is*  the  last  few  dollars  that  are  spent  on  advertising  that 
give  it  value.  It  is  the  last  pound  of  power  that  lifts  a 
weight.  If  it  takes  a  strain  of  1,000  pounds  to  break  a 
chain,  999  pounds  won't  do  any  good.  You  can  spend 
999  pounds  on  it,  and  leave  off  just  where  you  started.  If 
you  want  to  break  that  chain,  you  will  have  to  spend  those 
999  pounds  over  again  and  add  the  other  pound  to  it  after 


THE  CLOFHING  BOOK.  9 

all.  It  would  have  been  better  to  have  used  1,002  pounds  at 
the  start.  It  is  better  to  spend  $105  for  a  thorouj^hly  effec- 
tive booklet  than  to  spend  $100  for  one  that  is  inefficient. 

There  is  a  point  of  excellence  below  which  no  printed 
matter  should  go.  There  is  also  a  point  where  the  expendi- 
ture of  money  is  really  waste.  Let  nobody  misunderstand 
me — I  believe  in  good  printing.  1  believe  in  spending  aft 
the  money  for  printing  that  its  objects  and  uses  and  possible 
profitability  will  justify,  but  I  do  not  believe  in  spending 
$15  when  $10  w^ill  do  just  as  well,  neither  do  I  believe  in 
wasting  $15  when  it  takes  $20  to  accomplish  my  object. 

I  think  it  is  safe  to  say  that  nine-tenths  of  all  the  money 
paid  for  dodgers  and  hand-bills  is  wasted.  It  is,  figuratively 
and  literally,  "throwing  money  into  the  street." 

If  a-  dealer  thinks  it  advisable  to  get  out  any  sort  of 
printed  matter,  he  ought  to  spend  money  enough  to  have  it 
nicely  printed  on  good  paper,  and  should  try  to  make  it  of 
such  a  character  as  will  insure  preservation  for  a  short  time 
at  least.  A  mere  dodger  thrown  into  the  yard  or  doorway 
is  generally  regarded  as  more  of  a  nuisance  than  anything 
else,  and  I  think  really  hurts  the  business  oftener  than  it 
helps  it. 

HOW  MUCH  MONEY  TO  SPEND. 

It  is  hard  to  lay  down  any  set  rules  as  to  the  amount  of 
money  a  clothier  should  spend. 

Some  fortunate  clothiers  have  been  in  business  so  long, 
and  have  built  up  so  good  a  reputation,  that  they  are  able 
to  keep  their  old  customers  and  continually  gain  new  ones 
with  no  advertising  at  all. 

A  familiar  case  in  point  is  the  firm  of  Brokaw  Brothers,  in 
New  York.  This  firm  does  a  magnificent  business,  and 
holds  its  own  in  the  face  of  all  competition  without  any  ad- 
vertising whatever.  They  are  satisfied  to  keep  their  trade 
down  through  generations  of  the  same  families  and  to  add 
to  it  only  such  customers  as  come  through  the  personal 
recommendations  of  their  friends. 

The  fact  still  remains  that  should  they  advertise  their  bus- 
iness could  be  largely  increased.  There  are  a  great  many 
men,  thousands  of  men,  who  have  never  heard  of  Brokaw 
Brothers,  and  who  would  like  to  buy  the  clothes  they  make 
and  trade  at  such  a  store  as  thev  conduct. 


lo  THE  CLOTHING  BOOK. 

The  firm  of  Rogers,  Peet  &  Co.  is  an  illustration  of  a 
large  and  constantly  growing  business,  which  keeps  its  cus- 
tom and  constantly  builds  up  more  business  by  a  system 
of  not  extensive,  but  of  very  clever  advertising. 

Their  ads  are  small  but  marvelously  clever.  Of  course, 
space  in  New  York  papers  is  costly,  and  their  advertising 
expense  on  that  account  rather  heavy,  but  the  amount  of 
advertising  they  do,  if  placed  in  newspapers  in  smaller  cities, 
would  cost  but  little. 

For  a  well-established,  thrifty  clothing  business  from  one 
and  a  half  to  two  per  cent,  of  the  gross  sales  is  a  large 
enough  advertising  appropriation. 

In  case  of  a  new  business,  or  when  competition  is  becom- 
ing too  keen  for  comfort,  or  when  the  business  shows  a 
tendency  to  lag,  an  amount  equal  from  three  to  five  per  cent, 
may  often  be  used  with  good  results.  This  depends  of 
course  entirely  upon  surrounding  circumstances,  but  th'e 
fact  should  always  be  borne  in  mind  that  the  time  to  adver- 
tise most  is  when  you  need  more  business  most. 

The  merchant  who,  when  things  are  going  wrong  with 
him,  shuts  ofif  his  advertising  and  sits  back  and  waits  for 
things  to  get  better,  is  on  the  wrong  track.  The  moment 
things  begin  to  slacken,  and  the  business  you  ought  to  have 
begins  to  go  to  competitors,  increase  the  advertising  ex- 
penditure and  use  every  cent  that  you  can  possibly  spare 
in  a  vigorous  efifort  to  turn  things  in  your  direction. 

When  business  is  exceptionally  good  and  everything 
seems  to  be  coming  your  way,  the  advertising  may  be  cut 
down  to  a  certain  extent,  but  it  is  never  wise  to  stop  adver- 
tising altogether.  The  moment  you  do  that  people  begin 
to  read  the  advertisements  of  your  competitors  and  begin 
to  go,  even  if  actuated  by  nothing  but  curiosity,  into  other 
clothing  stores  than  yours. 

This  is  dangerous. 

Always  1  eep  people  'niormed  of  the  fact  that  you  are  still 
doing  business  at  the  old  stand,  and  that  yours  is  the  store 
in  which  they  ought  to  make  their  purchases. 

Do  not  fall  into  the  common  error  of  making  a  set  ap- 
propriation for  advertising  and  using  no  more  than  the 
appropriation  provides.  There  is  no  more  sense  in  a  course 
of  that  kind  than  there  would  be  in  determining  at  the  first 
of  the  year  that  during  the  coming  twelve  months  you 
would  spend  only  a  certain  fixed  sum  for  medicine  and  doc- 


THE  CLOTHING  liOOK.  ii 

tor  bills.  It  is  all  well  enough  to  plan  to  use  a  certain  sum 
of  money  for  adertising  and  try  to  conform  as  closely  as 
possible  to  your  plans,  but  always  be  prepared  to  spend 
more  money  if  necessary,  and  always  be  ready  and  willing 
to  do  it.  No  man  can  tell  at  the  beginning  of  the  year  what 
contingencies  may  arise.  Competition  may  compel  any 
merchant  to  spend  a  great  deal  more  money  in  advertising 
than  he  had  expected  to  spend,  and  many  other  things  may 
have  a  similar  effect. 

Try  to  divide  your  advertising  money  in  the  correct  pro- 
portion. Find  out,  by  careful  experiments,  what  results 
each  newspaper  can  show,  and  spend  the  correct  proportion 
of  money  with  each. 

Do  not  advertise  in  any  medium  because  it  costs  but  little. 
An  advertisement  that  costs  $200  and  shows  $250  in  net 
profits  is  cheap.  An  advertisement  that  costs  a  dollar  and 
shows  no  results  at  all  is  exceedingly  dear.  Don't  have 
anything  to  do  with  that  kind  of  advertising. 

Do  not  make  contracts  with  newspapers  to  use  a  certain 
amount  of  space  every  day,  or  every  other  day,  or  every 
week.  Make  a  contract  to  use  so  many  lines,  or  more, 
within  a  year.  Then  use  little  or  much,  as  may  seem  wise. 
In  the  case  of  severe  storms  or  insufferably  hot  weather,  use 
very  small  ads.  When  you  are  preparing  for  a  special  sale, 
or  feel  that  you  need  to  whoop  things  up  a  bit,  you  can  use 
a  very  large  space,  and  still  be  ''even  with  the  game." 

You  will  use  no  more  space  in  the  whole  year  than  you 
would  if  you  had  followed  the  other  system,  and  you  will 
have  secured  far  better  results  for  your  advertising. 

The  merchant  who  uses  the  same  amount  of  space  when 
he  has  nothing  to  say  that  he  uses  when  he  has  enough  to 
say  to  fill  a  whole  page,  is  a  very  unw^ise  advertiser  indeed. 

WHAT  TO  SAY. 

The  best  advertising  is  that  which  says  what  there  is  to 
say  in  the  fewest,  clearest,  simplest  terms  and  then  stops.  It 
is  not  necessary  to  follow  the  usual  style  of  using  from  a 
third  to  half  your  space  in  preliminary  horn-blowing.  What 
people  are  interested  in,  if  they  are  interested  at  all,  is  what 
you  have  to  sell,  what  it  is  like  and  what  the  price  is.  Most 
people  skip  all  the  preliminaries  of  an  ad  and  go  straight 
down  to  the  bottom  where  the  facts  and  prices  are.    There 


12  THE  CLOTHING  BOOK. 

has  been  so  much  loud  shouting  and  vainglorious  boasting 
in  advertising,  that  very  few  people  take  any  stock  in  it 
whatever. 

Bright,  snappy  descriptions  of  goods  are  always  effective, 
but  long  talks  about  generalities  are  generally  wasted  space. 
The  best  way  is  to  get  down  to  facts  jtist  as  quickly  as  pos- 
sible. 

Another  common  error  is  the  use  of  big  words  and  state- 
ments which  cannot  be  true,  and  which  your  store  cannot 
back  up.  It  is  not  good  advertising  to  fill  a  lot  of  space  with 
long,  double-jointed,  bombastic  adjectives.  Use  short,  plain, 
simple  words  that  everybody  can  understand.  Instead  of 
studying  how  to  make  your  words  longer,  always  study  to 
make  them  shorter  and  simpler.  Devote  the  whole  adver- 
tisement to  an  earnest  talk  about  the  high  value  of  your 
goods  and  the  littleness  of  your  prices. 

Never  refer  to  your  competitors  in  any  way.  If  they  at- 
tack you,  pay  no  attention  to  it.  Always  proceed  upon  the 
theory  that  there  is  no  other  clothing  store  within  a  thou- 
sand miles  but  yours. 

Don't  advise  people  to  come  and  "examine  your  stock 
before  purchasing  elsewhere,"  or  any  such  nonsense  as  that ; 
leave  "else\\here''  out  of  the  question. 

When  you  have  said  in  the  fewest  possible  words  all  that 
you  would  say  to  a  customer  about  the  suit  of  clothes  or 
overcoat  you  are  trying  to  sell  him,  your  ad  is  done  and  it  is 
time  to  stop. 

By  the  way,  no  better  test  of  an  ad  can  be  found  than  to 
look  at  it  in  the  light  of  a  talk  to  a  customer.  When  you 
have  written  an  ad,  read  it  over  and  say  to  yourself,  "Would 
I  make  this  statement  in  these  words  to  a  customer  inside 
my  store?"  If  you  would  not,  strike.it  out,  no  matter  how 
pretty  it  looks,  or  how  nice  you  think  it  sounds.  If  it  isn't 
a  plain  face-to-face,  man-to-man  talk,  it  is  not  good  adver- 
tising in  any  sense  of  the  word. 

It  is  best  not  to  advertise  too  large  a  variety  of  goods  in 
one  ad.  It  is  better  to  talk  about  the  merits  of  a  ten  dollar 
overcoat,  and  not  mention  any  other  price,  than  it  is  to 
describe  overcoats  at  ten  dollars,  fifteen  dollars  and  twenty 
dollars.  You  will  make  a  deeper  impression  on  more  men 
if  you  devote  yourself  to  trying  to  sell  that  one  overcoat 
than  if  you  offered  several  coats  at  several  prices.  ]\Iake  the 
whole  talk  on  that  one  coat,  and  then  say  in  conclusion. 


THE  CLOTHING  BOOK.  13 

"Other  overcoats  of  every  leading  style,  and  in  all  worthy 
fabrics." 

DISPLAY. 

Strikini;-  display  is  nearly  as  good  as  preferred  position. 
All  that  either  one  will  do  is  to  catch  the  first  glance  of  the 
reader.  After  that  the  wording  and  the  reader's  needs  and 
ideas  decide  the  fate  of  the  ad. 

The  importance  of  attracting  attention  to  an  advertise- 
ment is,  1  think,  greatly  overrated.  A  great  many-oeople 
place  this  feature  of  the  ad  first,  whereas  it  seems  to  me  it 
should  come  last.  The  first  thing  to  do  is  to  find  something 
good  to  say,  and  then  say  it  in  a  plain,  entertaining,  convinc- 
ing way.    After  that  is  done,  look  out  for  the  display. 

A  great  many  seem  to  think  that  catching  the  reader's  eye 
and  getting  his  attention  is  the  most  that  an  advertisement 
can  do,  and  that  when  it  is  has  done  this,  there  is  nothing 
more  to  be  desired. 

This  is  undoubtedly  true  in  some  cases,  but  never,  I 
think,  in  retail  advertising.  Of  course,  if  an  ad  doesn't  at- 
tract attention,  it  will  not  be  read,  and  therefore  will  be 
useless,  but  any  ad  in  any  newspaper  will  be  sure  to  get 
some  readers,  whether  it  is  displayed  or  not,  and  I  would 
rather  take  my  chance  of  convincing  a  few  than  of  merely 
attracting  a  great  many  without  telling  them  anything  or 
convincing  them  of  anything  in  particular. 

A  retail  advertisement  has  two  missions,  the  first  of 
w^hich  really  carries  the  other  one  with  it  without  any  addi- 
tional effort.  The  ad  should  be  designed  with  the  idea  of 
selling  something  immediately.  While  it  is  doing  this,  it 
will  have  the  same  cumulative  effect  that  would  come  from 
an  ad  designed  solely  for  this  latter  purpose.  Good  display 
is  a  good  thing,  but  think  of  it  last.  What  is  the  use  of  dis- 
playing an  ad  that  does  not  advertise? 

Advertisers  complain  of  the  difificulty  of  getting  display 
from  a  country  printing  shop.  Now,  I  have  never  seen  an 
outfit  of  type  in  an  office  so  bad  that  good  display  could  not 
have  been  gotten  out  of  it.  I  don't  mean  fancy  display — I 
mean  merely  display. 

"The  way  to  display  an  ad  is  to  display  it." 

Display  means  prominence.  It  doesn't  mean  prettiness. 
although  sometimes  prettiness  is  prominent.     Wlien  an  ad 


14  THE  CLOTHING  BOOK. 

catches  your  eye  it  is  well  displayed.  If  it  stands  out  of  the 
mass  of  ads,  it  is  well  displayed.  The  display  lines  may  be 
set  in  French  Clarendon — which  is  the  ugliest  type  that  ever 
was  cast — and  yet,  if  it  is  a  prominent  ad,  that  is  proof  posi- 
tive that  it  is  well  displayed.  Display  means  prominence, 
and  it  doesn't  mean  anything  else.  A  well-set  ad  is  one  that 
is  prominent.  It  doesn't  make  an  difference  whether  it  is 
pretty  or  not.  If  it  is  prominent  and  looks  readable,  that  is 
all  that  it  need  be. 

In  some  papers  an  ad  must  be  handsome  to  gain  atten- 
tion. Sometimes  the  nature  of  the  goods  makes  a  pretty 
ad  more  effective  than  a  plain  one.  This  is  purely  inci- 
dental, however,  and  has  nothing  to  do  with  display.  If  the 
country  printers  will  stick  to  plain  type,  and  perhaps  one 
simple  border  around  the  ad,  they  will  have  no  trouble  about 
getting  a  good  display.  Three  kinds  of  display  type  are  as 
much  as  ought  ever  to  go  into  an  ad,  and  two  kinds  are  bet- 
ter— one  kind  is  better  yet.  Only  a  very  exceptional  ad 
should  have  more  than  three  lines  of  display  in  it.  Two  lines 
are  better — one  line  is  best.  Let  the  display  be  simple  and 
strong ;  let  the  type  and  the  white  space  contrast  in  bunches  ; 
concentrate  the  white  space  so  that  it  can  be  seen.  If  you 
scatter  type  all  over  it,  nobody  will  know  it  is  there. 

The  advertising  of  the  future  will,  I  think,  be  more  like 
the  reading  matter  of  to-day.  It  will  be  more  interesting 
and  more  entertaining  and  more  convincing,  because  it  will 
give  some  information,  and  in  a  more  definite  way  than  now. 
If  you  have  an  interesting  story  to  tell,  and  people  know  it 
from  past  experience  with  your  advertisements,  they  will 
be  sure  to  read  them,  whether  they  are  displayed  or  not. 

Probably  the  best  read  advertising  in  New  York  City  is 
that  of  Rogers,  Peet  &  Co.,  in  which  there  is  never  a  single 
line  of  display  type.  There  is  an  attractive  picture  at  the 
head  of  the  ad,  and  the  talk  begins  without  headlines  of  any 
kind,  and  runs  straight  through  to  the  end  of  the  advertise- 
ment in  pica  type,  with  the  exception  of  the  name  and  the 
different  store  addresses^  which  are  set  in  nonpareil  or 
agate. 

The  old  style  job  printer  and  the  old  style  ad  compositor 
can  hardly  be  made  to  believe  that  the  advertiser's  name 
should  not  be  the  biggest  thing  in  the  whole  ad.  The  name 
and  address,  in  almost  every  case,  may  better  be  the  small- 
est thing  instead  of  the  largest.     If  something  desirable  is 


THE  CLOTHING   HOOK. 


15 


told  about  in  the  advertisement,  and  people  decide  that  they 
want  to  buy  it,  they  will  look  for  the  name  and  address  if 
necessary.  It  ought  not  to  be  so  small  as  tobe  indistinj^niish- 
able,  of  course,  but,  as  a  general  rule,  I  should  say  that  if  the 
name  were  set  in  bold-face  pica  and  the  address  in  bold-face 
brevier,  that  would  be  about  as  large  as  it  would  ever  be 
necessary  to  make  it,  no  matter  what  the  size  of  the  ad. 
There  are  exceptions  to  this  rule,  of  course,  but  they  are 
very  few.  As  a  general  thing,  a  man  advertises  for  the  pur- 
pose of  selling  his  goods,  and  not  to  bring  himself  person- 
ally into  prominence.  If  he  has  told  all  he  has  to  say  about 
his  goods,  there  is  no  need  of  taking  valuable  space  for  the 
purpose  of  putting  in  his  name  in  black  type  an  inch  high. 
Here  are  four  ads  which  illustrate  four  very  good  styles  of 
display : 


Rain  Clothes. 

A  gentleman's  wardrobe  can  contain 
no  garment  more  practical  and  useful  than 
a  Mackintosh  of  the  right  sort.  We  have 
them  in  different  qualities  of  Covert  cloths, 
every  garment  of  which  bears  our  guaran- 
tee to  be  water-proof.  One  of  the  most 
popular  sellers  we  have  is  a  new  line  of  All 
Wool  Coverts,  double  breasted  box  coats, 
full  length,  wide  velvet  collar,  large  buttons, 
sewed,  strapped  and  cemented  seams,  a  thor- 
oughly good  and.  stylish  garment,  which 
during  our  May  Sale  we  shall  sell  for  $6.00. 
Other  qualities  and  shades  of  Coverts  at 
$4.50  and  $10.00,  but  the  $6.00  Mackintosh 
is  a  beauty.  It's  cheaper  to  go  dry  than 
wet,  and  a  heap  more  pleasant.  We  arc 
sellers  of  the  best  dollar  and  a  dollar-fifty 
Umbrallas  in  the  city,  so  everybody  says.  Remember  the  May 
Sale  of  Sack  Suits — the  greatest  values  ever  offered  are  being 
shown  by  us.      It's  the  handsomest  line  of  suits  in  the  U.  S. 


The 


W.W.Morgan  Clothing  Co. 


i6 


THE  CLOTHING  BOOK. 


The  W.  W.  Morgan  ad  can  be  set  up  by  probably  every 
newspaper  in  the  country.  How  clear,  clean  and  effective 
it  is  you  can  see  for  yourself. 

This  style  of  advertising  runs  all  the  reading  matter  in 
one  sized  type  without  attempting  to  display  the  items  or 
prices. 

It  is  an  extremely  good  style  to  use  in  small  newspapers, 
that  butcher  an  ad  if  they  try  to  display  it. 


TI)eSto(itn)aoS 

suit.  That's  our  hobby — 
to  fit  the  stout  man  with 
short  neck  and  short  arms. 
We  have  made  a  study  of 
fitting  him,  as  well  as  his 
'  tall,  lankey  brother. 

It  used  to 'be  a  "hard 
job"  for  both  these   ex- 
tremes to  get  a  proper  fit, 
it's  easy  now,  if  you  will 
only  come  to  the  right  place.    Suits,  $8.80  to  $18.00. 
Have  you  seen  our  50-cent  neckwear  ? 
~  Neglige  shirts,  50  cents  to  $1.50. 


The  ad  of  the  Trenton  Clothing  Company  is  very  well  dis- 
played, and  is  another  example  of  using  the  same  sized 
type  all  through  the  body.  The  border  on  it  is  light  and  sets 
of¥  the  ad  very  well.  A  heavy  border  would  have  been  in 
bad  taste  as  the  name  plate  at  the  bottom  and  the  headline  at 
the  top  are  each  heavy. 


THE  CLOTHING   BOOK. 


17 


This  ad  also  illustrates  the  proper  use  of  a  name  plate.  It 
is  large  enough  without  being  too  black  and  heavy.  The 
name  plates  used  by  many  advertisers  are  altogether  too 
heavy.  They  eat  up  a  great  deal  of  valuable  space,  and  they 
spoil  the  appearance  of  the  ad. 

Where  a  name  plate  is  used,  or  where  the  name  is  set  in 
heavy  type  at  the  bottom,  the  headline  should  always  be 
heavy  so  as  to  properly  balance  the  ad. 


Trade  at  Traver's  and  save  npeoiance. 

_  Are  you. 
v^a\      ready,  sir? 

\\.    V    1.     t^    _*li»^:ik^  Summer  days  and  bicycle  joys  are 

•tl   V'^\  .rfj^y^^^^^^^Tl^  \  fe  iif^re.     Are    you    ready    for    them? 

^"Ts^^t  \,^^\7jr^^:T\\. .  Mi  -f  We're  Interested  in  seeing  you  right- 
ly   clothed.    Selfish,  of    course,  but 

,-v,  jY  there's  as  much  profit  in  your  buying 

f\\\  'JSv.^Q      J.  Ji^»-^      ■•*  i'^om  us  as  in  our  selling  to  you. 
m'^^^^l  /v^^^^  ^°^    want    the    right    styles— we 

'^l  v'^K^TW 'I  C^5L\ /7v\  ^^^^  them.    You   want   the    newest 

yt '-^VyJi   iH'a^/,'2|^/V^\  ideas— we  show  them.    You  want  the 

""  ■  best  values — we  give  them. 

FOR  INSTANCE,  IN  SUITS: 

Here's  a  large  selection  in  durable  materials —  <t*  C   A  A 

gi-ay  and  brown  checks— fancy  cuSs  and  pearl  rT  Uil 

buttons  on  the  trousers,  at ^^f  v  v 

An  equally  liberal  choosing    among    shepherd 

plaids,   blue  gray,    dust    browns,    checks    and  (t»'g/\  A/\ 

fancy    mixtures,    handsome    tartan    and    light  XIII  l||| 

kersey  cuiTs.  at tj^lVtW 

And  a  grand  line  of  genuine  homespuns.  Im- 
ported cheviots  and  shepherd  plaids,  together 
with  the  newest  in  club  checks,  self  cuffs,  col-  (J»-|  ^  A  A 
ored  cuffs,  tartan  cuffs — just  such  suits  as  the  XI  ^  I  ll  I 
tailor  will  tax  $25  for,  at *...  S'A^.VV 

While  there  are  many  tn-between  lines,  J5  Is  the  lowest  price, 
$15  the  highest — and  Traver  quality,  the  certain  bulwark  of  value 
and  satisfaction,  every  time. 

Separate  Bicycle  Trousers.  t3.50.  J3.00— In 
large  shepherd   plaid   effects,   S4  and  $3. 

We  please  you  best  because  we've  the  best  to  please  you  with. 

R.  H  TRAVER, 

171-173-175  Woodward  Avenoe. 


The  R.  H.  Traver  ad  is  another  example  of  good  display 
of  a  different  sort.    The  items  are  set  in  paragraphs  and  the 


i8  THE  CLOTHING  BOOK. 

prices  displayed.  It  is  not  always  easy  to  do  this  without 
giving  the  ad  a  chopped-up,  complicated  appearance,  but 
this  ad  does  it  to  perfection. 


P,^o«.Cone.      JTfVlE^MOllTH 


Seventh  and  Rotert. 


Handsome  Silk=Mixed 

Fancy  Worsted  Suits. 

Made  by  tlie  iftost  skillful   tnilors— all  buttonholes  made.by  hand    ^ -^  A 

and  shoulders  hand-padded— these  Suits  are  positively  equal  'Q    2S  ■  /■ 

finish,  fit  and  make  to  the  best  $30  custom-made  Suits,                 ^  I  /■ 

and  yet  ■we  offer  them  to  you  this                                                               B  B 

week  for  only 

Finer  Qualities  at  $i8  and  $20. 


SEE  OUR  SEVENTH  STREET  SHOW  WINDOWS. 


The  Plymouth  ad  is  an  exceptionally  good  one.  The  dis- 
play is  harmonious  and  attractive,  and  you  will  notice  that 
the  whole  story  of  the  ad  is  told  in  the  headline  and  in  the 
displayed  price.  The  moment  the  eye  strikes  it,  it  says, 
"Handsome  Silk-Mixed  Fancy  Worsted  Suits,  $14."  That 
tells  the  whole  story,  and  immediately  fixes  the  attention  of 
every  man  who  wants  a  suit  of  clothes  and  has  fourteen 
dollars. 

How  much  more  effective  this  ad  is  than  an  ad  three  times 
as  large  with  a  lot  of  irrelevant  boasting  at  the  top  and  the 
facts  tucked  way  down  at  the  bottom  out  of  sight. 

Either  one  of  these  examples  of  display  may  be  wisely  fol- 
lowed, and  neither  is  a  difficult  effect  to  produce. 

THE  USE  OF  CUTS. 

This  is  an  age  of  pictures.  Almost  every  newspaper  is 
crowded  with  them.  They  use  them  because  people  want  to 
see  them.  The  fact  that  people  want  them  is  shown  by  the 
fact  that  the  illustrated  papers  have  by  far  the  largest  circu- 


THE  CLOTHING  BOOK.  19 

lations.  Lots  of  papers  are  sold  to  people  who  merely  want 
to  look  at  the  pictures. 

Before  this  era  of  illustration  began  the  use  of  cuts  in 
advertising  was  not  so  necessary  as  it  is  now.  When  there 
were  no  cuts  in  the  newspapers,  advertisements  without  the 
cuts  were  not  so  apt  to  be  overlooked  as  they  are  now,  but 
when  the  whole  newspaper  is  full  of  pictures  ads  without 
pictures  are  not  so  likely  to  catch  the  eye  of  the  reader. 

Of  course  the  best  cuts  for  a  clothier  are  those  of  hand- 
somely dressed  men  seasonably  attired  and  in  the  character 
of  clothes  which  the  ads  describe. 

Pictures  showing  men  doing  something  are  more  apt  to 
catch  the  eye  than  those  of  the  familiar  fashion  plate  style. 
A  picture  of  a  man  in  evening  dress,  sitting  at  a  table  in 
his  club,  with  bottles  and  glasses  on  the  table,  will  attract 
more  attention  than  a  picture  of  the  man  alone  would  at- 
tract. 

The  same  is  true  of  men  in  bicycle  clothes,  golf  suits, 
street  suits  or  whatever  the  clothes  advertised  may  happen 
to  be. 

It  is  permissible  to  use  any  kind  of  a  cut  to  attract  atten- 
tion, so  long  as  it  is  not  offensive  or  distasteful  in  any  re- 
spect. Never  use  pictures  which  would  give  the  most  cap- 
tious person  cause  for  offense  and  avoid  the  so-called 
"funny"  pictures.  Pictures  that  are  odd  or  unique  are  all 
right,  but  the  alleged  humor  of  the  pictures  some  merchants 
use  is  very  tiresome. 

The  cuts  used  in  your  circulars  and  booklets  should  al- 
ways show  exactly  the  styles  of  the  clothing  and  furnishings 
which  the  circular  or  booklet  describes.  They  should  be 
artistic  and  pleasing,  and  an  ornament  to  your  advertising, 
as  well  as  instructive. 

SEASONABILITY. 

The  careful  advertiser  watches  the  weather  and  the  needs 
of  the  seasons  very  carefully.  It  is  unwise  to  try  to  sell  over- 
coats too  early  in  the  Fall,  or  to  try  to  dispose  of  light  un- 
derwear too  early  in  the  Spring. 

It  is  unwise  to  try  to  make  people  buy  clothes  when  they 
are  spending  their  money  for  Christmas  presents.  Cut  the 
clothing  feature  out  of  your  advertising  during  the  month 
of  December,  and  devote  your  space  to  those  departments 


20  THE  CLOTHING  BOOK. 

which  offer  suitable  gifts,  such  as  bath  robes,  smoking  jack- 
ets, neckwear,  furnishings  of  various  kinds,  umbrellas  and 
so  on.  Make  your  ads  as  altogether  Christmaslike  as  those 
of  a  jeweler  or  a  dealer  in  toys. 

As  soon  as  the  Christmas  season  is  over,  be  ready  with  a 
big  sale  of  Winter  suits  and  overcoats.  It  is  then  time 
enough  to  talk  about  the  lateness  of  the  season,  the  big 
stock  of  Winter  clothes  you  have  on  hand  and  the  reduction 
in  prices. 

You  can  keep  up  the  reductions  and  the  talk  about  the 
necessity  of  getting  rid  of  Winter  goods  until  it  is  time  to 
announce  the  Spring  suits  and  overcoats.  The  time  to  do 
that  depends,  of  course,  upon  your  climate  and  the  plans 
and  methods  of  your  competitors. 

The  amount  of  space  used  when  announcing  the  arrival  of 
Spring,  Summer,  Fall  or  Winter  goods  should  be  very  large 
at  first.  Make  a  big  splurge  and  impress  upon  everybody's 
mind  that  your  new  stock  has  arrived,  and  that  they  ought 
not  to  fail  to  see  it. 

As  early  as  the  middle  of  November  a  big  effort  should  be 
made  to  sell  as  many  suits  of  clothes  and  overcoats  as  pos- 
sible before  the  season  for  buying  Christmas  presents  com- 
mences. 

Study  the  weather  carefully,  and  try  to  make  every  ad 
fit  the  weather  conditions.  Try  to  make  every  ad  part  of 
the  seasonable  literature  of  the  ad,  and  never,  unless  abso- 
lutely unavoidable,  allow  the  same  ad  to  appear  twice  in  the 
same  paper. 

"MONEY  BACK  IF  YOU  W^ANT  IT." 

In  all  of  your  advertising  make  an  effort  to  have  people 
distinctly  understand  that  everything  you  say  in  your  ad  is 
true,  and  that  you  are  prepared  to  back  it  up,  and  tell  them 
plainly  that  if  for  any  reason  the  goods  they  buy  of  you 
are  unsuitable  they  may  have  their  money  back.  Say  that 
they  won't  have  to  argue  or  protest  or  kick  in  order  to  get 
it,  that  you  had  just  as  soon  have  the  goods  as  the  money, 
and  that  all  they  have  to  do  is  to  ask  for  it  and  they'll  get 
it,  without  any  argument  or  protest.  Say  that  the  suit  of 
clothes  they  buy  of  you  will  never  be  theirs  until  it  fully 
satisfies  them ;  that  you  are  always  ready  to  alter  it  until 
it  fits  them  perfectly,  and  to  make  good  any  deficiencies 
that  time  brings  to  light. 


THE  CLOTHING  BOOK.  21 

Not  only  say  these  things,  but  mean  them,  and  always 
stand  ready  to  make  them  good. 

A  package  from  Rogers,  Peet  &  Co.  always  contains  a 
guarantee  check.  It  is  one  of  the  best  things  in  the  line 
of  advertising  that  I  have  ever  seen.  It  certainly  inspires 
conlidence  and  makes  one  feel  on  good  terms  with  the 
house. 

I  showed  this  check  to  a  man  who  was  about  to  open  a 
business  in  Hartford,  Conn.  He  is  a  business  man.  and  he 
said  at  once  that  the  check  was  a  good  thing ;  said  he  was 
going  to  adopt  something  of  that  kind  himself,  although  he 
had  never  thought  of  it  before. 

He  also  said :  "There  is  nothing  to  be  afraid  of  about 
such  a  guarantee.  If  a  man  is  going  to  run  a  straightfor- 
ward, honest  business,  there  is  no  reason  in  the  world  w^hy 
he  should  not  give  a  strong  guarantee  with  every  purchase. 
If  he  is  not  going  to  run  an  honest  business,  he  had  better 
not  run  any  at  all." 

SELLING  GOODS  AT  A  SACRIFICE. 

j\Iany  people  w-onder  how  it  is  that  New  York  retail 
houses  can  continuously  sell  goods  at  a  sacrifice  and  still 
pay  dividends.  All  of  the  retail  stores  advertise  each  item 
as  ''reduced  from,"  or  "thirty  per  cent,  ofif  from  former 
price,"  or  "worth  $2,  now  $1.29." 

Probably  the  most  of  retail  dealers  understand  this  mat- 
ter perfectly.  Still,  I  know  that  there  are  a  great  many  who 
do  not,  and  among  the  general  public  are  a  great  many 
more.  The  public  often  puts  such  statements  down  as  being 
entirely  untrue  and  impossible. 

They  are  not. 

The' system  is  a  very  simple  one.  In  a  large  department 
store,  the  advertising  man  goes  to  each  department,  or  to 
the  departments  which  it  has  been  decided  to  advertise  on 
any  given  day.  He  goes  into  the  men's  furnishing  goods 
department,  for  instance,  and  picks  out  the  item  of  25-cent 
socks,  which  probably  cost  17  cents.  They  are  advertised 
at  17  cents.  Then  he  may  take  a  dollar  shirt,  w^hich  cost  $9 
per  dozen,  and  sell  it  at  79  cents.  There  may  be  some  line 
of  goods  in  the  stock  w^hich,  for  some  reason  or  other,  has 
been  slow  in  selling,  which  may  have  been  on  the  shelves 
for  a  year  or  possibly  two  years.     The  original  price  may 


22  THE  CLOTHING  BOOK. 

have  been  $2.  It  is  a  good  deal  better  to  get  rid  of  that 
lot  of  goods  at  $1,  or  even  less,  than  to  keep  it  on  the 
shelves  any  longer.  With  these  three  items  he  leaves  this 
department  and  goes  to  another,  where  practically  the  same 
system  is  followed.  The  bargains  offered  and  the  prices 
given  are  perfectly  genuine  and  honest. 

People  will  go  to  look  at  the  79-cent  shirt  and  will  find 
that  probably  it  is  not  exactly  what  they  want,  although  it 
is  an  excellent  value  for  the  money.  They  will  end  by  buy- 
ing a  $1.25  or  $1.50  shirt  at  the  regular  price.  Then  they 
will  be  reminded  that  they  need  some  collars,  suspenders  or 
neckwear.  All  these  things  will  be  purchased  at  the  regular 
prices,  and  by  the  time  the  day  is  over  it  will  be  found  that 
the  sales  have  been  very  much  greater  than  the  normal 
amount,  and  that  probably  not  over  ten  per  cent,  of  the  total 
sales  have  been  on  the  goods  advertised.  The  advertising 
manager  of  one  of  the  largest  department  stores  in  Chicago 
(that  means  one  of  the  largest  in  the  world)  told  me  that  he 
tried  to  make  ten  per  cent,  gross  profit  on  the  goods  ad- 
vertised, and  that  by  keeping  a  careful  record  of  the  sales  of 
these  goods  he  found  that  his  ten  per  cent,  profit  paid  his 
advertising  bills. 

I  have  had  some  trouble  to  convince  the  buyer  of  a  de- 
partment that  it  was  wise  to  cut  some  three  or  four  items 
clear  down  to  cost  or  below,  but  experience  has  always  dem- 
onstrated that  it  was  advisable  to  do  this — that  the  increased 
trade  in  the  department  would  more  than  offset  any  loss 
that  was  made  on  the  particular  goods  advertised.  Of 
course,  it  is  a  good  deal  better  to  cut  prices  on  cheap  goods 
than  on  expensive  things.  It  does  not  cost  very  much  to 
sell  one  hundred  dozen  clothes  pins  at  a  loss  of  one  cent  a 
dozen,  and  it  is  astonishing  how  many  people  want  clothes 
pins.    The  same  applies  to  collars  or  low-priced  neckwear. 

WINDOW  DISPLAY. 

A  great  many  clothiers  are  hampered  by  the  lack  of  a 
proper  window  trim. 

It  is  of  vast  importance  that  your  windows  be  always  at- 
tractive and  always  able  to  make  people  stop  to  look  at 
them. 

Of  course  you  know  how  very  many  men  buy  altogether 
from  windows.     They  pass   clothing  store  after   clothing 


THE  CLOTHING   BOOK.  23 

store  and  look  in  the  windows  until  they  see  something  that 
they  like,  and  then  they  go  in  and  buy  it  at  once.  If  your 
window  is  poorly  trimmed  they  will  go  by  it  without  a 
glance. 

It  is  not  necessary  to  have  an  expensive  display,  or  to 
have  a  large  number  of  suits  in  the  window,  though  of 
course  novelties  and  artistic  effects  are  extremely  valuable 
if  you  can  secure  them.  If  you  cannot,  you  should  make 
your  windows  extremely  simple  and  dignified.  Try  to  show 
the  suits  in  a  way  that  will  show  their  good  qualities  an^d 
their  handsome  effects  to  the  best  advantage,  and  do  not 
overcrow'd  the  window.  A  few  suits  of  clothes  neatly  dis- 
played are  more  efTfective  than  a  window  jammed  full  of  all 
sorts  of  clothes  at  all  sorts  of  prices. 

The  same  is  true  of  furnishings.  A  large  variety  of  fifty- 
cent  ties,  for  instance,  makes  a  good  display,  because  peo- 
ple naturally  want  to  know  whether  the  particular  patterns 
and  colors  they  like  are  to  be  found  in  that  line,  but  a  win- 
dow full  of  collars,  suspenders  and  neckwear  of  all  kinds 
and  of  all  prices  is  bad  display  and  one  not  likely  to  bring 
business. 

Be  careful  never  to  use  colors  which  do  not  harmonize, 
and  do  not  show  high-priced  goods  and  low-priced  goods 
in  the  same  window. 

Keep  the  windows  perfectly  clean  and  free  from  dust 
and  change  the  trim  as  often  as  is  possible. 

WINDOWS  AND  SHOW  CARDS. 

In  large  department  stores  there  is  generally  a  little  room 
stuck  away  somewhere,  in  w^hich  the  ticket  writer  does  his 
w^ork.  He  is  generally  kept  pretty  busy.  Whenever  there  is 
a  special  sale,  large  cards  are  written  to  hang  up  in  the  va- 
rious departments.  If  there  is  some  particular  thing  on  the 
bargain  table,  a  description  of  it  and  the  price  are  put  on  the 
card  and  hung  over  the  table.  The  goods  displayed  in  the 
w^indow  are  ticketed  with  the  price,  and  possibly  a  few  words 
of  description  or  of  other  advertising  matter. 

The  cards  may  be  of  any  size  or  style  that  is  desired,  but 
in  all  cases  they  should  be  perfectly  plain.  A  great  many 
houses  use  plain  black  ink  on  white  cardboard. 

A  better  style,  I  think,  is  secured  by  using  a  little  bit  of 
red.    The  name  of  the  article,  or  the  price,  or  both,  might  be 


24  THE  CLOTHING  BOOK. 

written  in  red,  and  the  rest  of  the  matter  in  black.  Of 
course  the  color  of  the  goods  on  which  the  card  is  placed 
would  have  something  to  do  with  determining  the  color 
of  cards  and  ink. 

In  the  case  of  stores  not  large  enough  to  employ  a  spe- 
cial ticket  writer,  there  should  be  an  arrangement  made 
with  some  local  sign  painter  to  do  this  work.  The  cost 
will  be  merely  nominal,  and  the  effect  will  most  surely  be 
good. 

The  internal  workings  of  a  store  ought  to  be  in  harmony 
with  the  advertising.  I  have  seen  special  sales  advertised 
in  spread-eagle  style,  and  have  found  the  store  going  along 
just  as  if  nothing  unusual  were  happening. 

There  ought  to  be  just  as  much  enthusiasm  in  the  store  as 
there  is  in  the  advertisement.  It  will  make  all  the  difference 
in  the  world  in  the  results.  The  use  of  show  cards  in  con- 
nection with  the  good  advertised  is  a  step  in  this  direction. 
It  not  only  catches  the  customer  who  has  read  the  advertise- 
ment, but  it  often  catches  the  eye  of  the  casual  visitor  who 
has  not  seen  the  advertisement.  I  believe  that  it  helps  to 
impress  on  the  minds  of  the  clerks  that  there  is  a  sale  going 
on.  Very  frequently  they  do  not  seem  to  know  anything 
about  it,  and  one  who  has  read  the  advertisement  has  to  do 
considerable  pumping  before  he  can  get  the  desired  infor- 
mation from  the  salesman. 


READYMADE  ADS  THAT 
^i^SELL  GOOD  CLOTHING 


The  following-  pages  have  been 
arranged  so  that  the  busy  clothing 
man  can  do  the  very  best  adver- 
tising with  the  least  possible 
effort. 

But  a  few  cents  and  a  few  mo- 
ments are  required  to  have  a  new, 
bright,  effectively  illustrated  ad 
for  each  issue  of  the  local  paper. 

Select  an  ad  that  suits  the  occa- 
sion. Order  the  cut  by  number 
only  (prices  and  postage  rates  on 
inside  of  front  cover).  Add  prices, 
signature,  and  other  matter  as 
desired,  or  cutout  all  printed  mat- 
ter and  fit  your  own  words  to  the 
cut— then  tear  out  page  and  give 
to  your  printer  for  copy. 


No.  175. 


Clothing 

that  is  well  made,  fits 
you  nicely,  and  don't  change  its  color,  is 
the  kind  of  clothing  you  are  looking  for, 
and  the  only  kind  we  keep  in  our  estab- 
lishment. Let  us  show  you  our  new 
suit  at 


No.  323. 


The  Closest  Inspection 

will  fail  to  disclose 
the  slightest  flaw  in  any  overcoat  or  suit 
that  goes  out  of  our  store. 

Whether  you  pay  much  or  little,  you 
know  exactly  what  you  are  getting — the 
fabric,  the  lining,  and  the  tailoring  will 
be  thoroughly  dependable,  and  the  price 
will  be  what  our  prices  always  are — the 
lowest  in  town  for  anything  like  similar 
values. 


No.  425. 


An  Unexpected  Offer. 

At  this  time  in  the  vear  you  naturally 
expect  to  pay  a  pretty  stiff  price  for 
fashionable  Spring  clothing — reductions 
come  later. 

We  have  a  surorise  lor  you.  We  are 
going  to  give  you  the  most  stylish,  ele- 
gant, well  made  clothing  in  this  town  at 
mid-Summer  prices. 

That  means  a  saving  of  at  least  25  per 
cent,  for  you — and  Spring  has  hardly 
begun. 


No.    1 107. 


4(ec«tlt  G,Miv<~ 


Our  Place  Is  Crowded, 


but  there's  sure  to  be 
suits  to  fit  each  one  who  comes.  The 
crowd  is  an  assurance  that  the  creases  in 
our  goods  are  only  the  proper  ones. 
There  are  no  shelf  wrinkles;  no  last 
year's  styles,  no  faded  streaks  and  dust 
stains. 

We'll   sell   you   best   goods    in    latest 
styles  at  lowest  prices. 


No.  1 1 30. 


A  Coat  of  Paint 


may  be  quite  the  swell 
thing  among  the  South  Sea  Islanders, 
but    it    would    be  just  a  trifle  negligee 

in  . 

Just  what  is  latest  and  best  in  men's 
clothing  is  seen  upon  those  wise  indi- 
viduals whose  garments  we  fashion.  We 
have  all  the  late  weaves,  and  in  style, 
fit  and  finish  our  clothing  is  without  a 
superior. 


No.  I  i6i. 


Your  Fall  Suit 


is  all  ready  and  wait- 
ing for  you.  We  picked  it  out,  and  if 
you'll  come  in  and  see  it  you'll  agree 
that  we  used  good  judgment.  You'll  say 
that  you  never  saw  such  stylish,  well- 
rnade.  handsome  clothing  for  anything 
like  such  little  prices.  When  are  you 
coming  in? 


No.    1 198. 


The  Czar  of  Russia 


never  wore  a  dress 
suit  until  a  short  time  ago.  On  that  oc- 
casion the  Czarina  said  that  "Nicky 
never  loked  so  well  in  his  life." 

We  didn't  sell  the  Czar  that  suit,  but 
if  we  had  it  would  ha\e  fitted  him  just 
as  well. 

Your  wife  is  no  doubt  a  woman  of 
just  as  good  taste  as  is  the  Czarina. 


No.    1249. 


It  May  Be 

that  you're  wearing 
the  old  suit  because  you  think  you  can- 
not possibly  afford  to  visit  a  tailor. 
Maybe  you  think  it's  impossible  to  find 
stylish,  finely  finished,  comfortable  and 
well-fitting  clothes  ready-to-wear.  All 
right.  We  don't  care  what  you  think,  so 
long  as  you  call  on  us.  You'll  go  out  a 
swell-looking,  happy  man.  and  there'll 
be  some  money  left  in  your  pocket,  too. 


No.  1255. 


The  Best  Dressed  Hen 

get  their  clothing 
here.  The  suits  are  made  of  the  very 
same  material  tailors  use,  and  are  finely 
cut,  made  and  finished.  If  they  don'c 
quite  fit,  we  make  them  fit.  No  man 
goes  out  of  here  unless  he  looks  as 
though  he  had  just  come  from  the  high- 
est priced  tailor. 


1257. 


Here's  The  Whole  Story. 

We  keep  the  best  clothing  we  can 
get.  We  do  it  because  we  know  it  will 
pay  us  to  do  it.  We  know  that  if  a  man 
comes  here  and  gets  stylish,  well-fitting, 
comfortable  clothing  at  a  low  price, 
he  will  come  again  and  again.  He'll 
bring  his  children  and  tell  his  friends 
about  us.  In  the  end.  we'll  make  more 
money  than  if  we  charged  high  prices. 


No.  1258. 


A  Spring  Necessity. 

Spring  overcoats  are  not  a  luxury — 
they're  a  necessity.  We  don't  urge  you 
to  buy  one  for  the  sake  of  appearances, 
but  for  the  sake  of  heaUh  and  comfort. 
And  we  urge  you  to  come  here  for  it 
for  economy's  sake. 

The  loose,  baggy,  room-to-grow-in 
kind  are  all  the  rage  now. 

Here's  a  rare  bargain  or  two: 


No.  1259. 


Clothes  for  Boys. 

There  are  many  things  in  our  big 
stock  of  boys'  clothing  that  will  appeal 
strongly  to  the  mothers  of  this  vicinitv. 
The  most  casual  inspection  will  con- 
vmce  you  that  we  have  been  energetic 
as  well  as  conscientious  in  our  effort  10 
secure  the  very  best  stock  that  ever 
came  into  this  town. 

The  prices  are  extremely  moderate. 


No.  1260. 


Fine   Feathers 

may  not  make  fine 
birds,  but  neat,  stylish  clothing  goes  far 
toward  making  a  boy  happy,  and  gentle- 
manly   as  well. 

When  elegance  is  combined  with  sterl- 
ing worth  and  durability,  you  have  a 
combination  hard  to  beat. 

Especially  when  the  prices  are  so  sur- 
prisingly low  as  these. 


The  Rush  Is  On. 

The  fall  rush  is  on,  and  we  want  to 
keep  things  humming. 

If  you  haven't  bought  your  fall  suit 
yet.  we  can  give  you  some  very  interest- 
ing figures. 

We  can  give  you  satisfaction  as  well 
as  economy.  The  suit  we  sell  you  will 
be  the  most  stylish,  elegant,  distin- 
guished looking  suit  you  ever  wore. 


No.  1277. 


The  Clothes  Question 


is  a  mighty  import- 
ant one  to  every  man — it's  one  that 
needs  serious  thought.  If  buying  a  suit 
of  clothes  or  an  overcoat  was  a  matter 
of  a  few  cents  we  might  speak  lightlv 
about  it  to  you;  but  as  it  is  not.  we  ear- 
nestly ask  you  to  consider  carefully  our 
claims  to  your  patronage.  Can  we  not 
sell  you  a  better  wearing,  fitting  and  ap- 
pearing suit  than  you  can  get  elsewhere 
for  the  same  money?    We  believe  so. 


No. 


1-79. 


That  Boy  Of  Yours 

will  have  to  start  to 
school  soon.  He'll  need  new  clothes. 
Vacations  are  particularly  demoralizing 
on  clothing.  His  mind  is  clear  and  he 
IS  now  ready  to  attend  to  his  studies. 
Clothe  him  in  a  neat,  stylish  suit  and 
let  him  work  untrammeled.  Poor  cloth- 
ing muddles  the  brain.  It  has  a  way  of 
persistently  pushing  itself  into  view.  It 
can't  be  forgotten.  There  are  immense 
values  here  for  mothers  of  school  boys. 
We  have  made  special  preparations  for 
the  school  boy,  and  will  help  you  all  we 
can. 


No.    1280. 


Mould  Your  Boy's  Tastes. 

Get  him  into  the  habit  of  wearing  nice 
clothes  now,  and  he'll  never  be  satisfied 
with  anything  else.  Be  as  particular 
about  the  fit  and  style  of  his  clothing  as 
you  are  about  your  own.  He'll  repay 
you  by  being  a  bright,  handsome  boy,, 
who  wall  get  the  consideration  he  de- 
serves. 


No.    1281 


The  Well  Dressed  Boy 

takes  naturally  to  gen- 
tle manners.  Don't  you  believe  it?  Try 
it  yourself.  Come  and  buy  your  suit 
that  you  need  of  us.  See  what  we  can 
do  for  you  at  lower  price  than  you  can 
find  anywhere  else. 

You'll  find  yourself  at  peace  with  all 
the  world,  and  ready  to  lift  your  hai 
either  to  lady  or  laundress. 


No.    1282. 


There's  No  Economy 

in  wearing  unseason- 
able clothing.  You  lose  money,  health 
and  peace  of  mind  by  it.  We  can  sup- 
ply you  and  your  son  with  suits  for  Sun- 
days week  days  and  holidays  in  the  lat- 
est styles,  best  materials,  best  finish,  at 
the  lowest  prices  in  the  business.  Come 
and  see  us,  and  know  yourself. 


No.  131 7. 


Ready-to-Wear  Clothing 

has  a  great  many  ad- 
vantages— the  most  prominent  that  it  IS 
ready  to  wear.  There's  no  waiting— no 
fuming  because  you  don't  get  your 
clothes  when  promised,  and  the  minute 
you  see  a  ready-to-wear  suit  you  know 
whether  or  not  you  like  it. 

Our  stock  is  large — our  stock  is  va- 
ried. The  prices  are  economical,  the 
styles  are  the  latest,  the  workmanship  is 
perfect. 


No.  1 3 19. 


Vour  Clothing 

is  the  first  thing  that 
another  person  sees.  He  doesn't  careful- 
ly note  your  coat  and  trousers,  but  he 
takes  in  the  general  effect  and  judges 
you  accordingly.  If  the  clothes  are 
bought  here  the  effect  is  stylish.  You 
may  be  able  to  obtain  the  same  appear- 
ance some  place  else,  but  you're  not 
always  sure  of  it.     Here  3'ou  .\re  sure. 


No.    1320. 


Men  Sometimes  Wonder 

why  they  don't  look 
as  well  as  their  friends.  Their  clothes 
cost  all  they  can  pay.  and  yet  Jones, 
who  hasn't  any  more  money,  looks  bet- 
ter than  they.  'Tisn't  because  Jones  is 
better  looking — not  a  bit  of  it. 

Ask  Jones  how  it  is.  and  he'll  tell  you 
to  change  your  clothier. 

We  sell  Jones  his  clothes.  Glad  to 
see  you  any  time. 


No.    1360. 


The  Boy  Looks  Well 

who  buys  his  clothes 
of  us.  Come  in  and  see  our  assortment 
of  first-class  suits  for  boys.  Our  cloth- 
ing cannot  be  duplicated  in  the  city  for 
the  same  money. 

You'll  be  sure  to  be  pleased,  and  we 
know  you  will  come  again. 


No.    1363. 


Perhaps  One  Woman  In  A  flillion 

would  tolerate  a  bad- 
ly dressed  man.  Some  men  squander  a 
lot  of  money  on  their  clothes  and  still 
are  guys. 

That's  unnecessary.  More  than  that, 
it's  a  waste  of  money.  We  will  fit  you 
out  with  a  suit  for  any  occasion,  and 
when  we  say  "fit  you,"  we  mean  it.  at 
prices  that  will  astonish  and  please  you. 


No.    1364. 


Are  You  In  The  Least  Bashful  ? 

And  have  you  ever  considered  how 
much  clothing  has  to  do  with  a  man's 
opinion  of  himself? 

Come  in  and  let  us  fit  you  out  with  a 
suit.  You  will  see  that  it  looks  all  right. 
You  will  fit  into  each  article  comforta- 
bly. Then  you'll  forget  about  your- 
self. 

You'll  not  be  afraid  when  you  see 
people  looking  at  you  that  there's  some- 
thing wrong. 


No.    1365. 


We  Guarantee  Satisfaction. 

If  you  are  not  perfectly  satisfied  with 
any  goods  bought  here,  if  you  are  not 
perfectly  satisfied  with  the  make,  fit  and 
style  of  any  clothes  we  make  for  you, 
w^e  want  you  to  come  and  tell  us.  We 
consider  a  pleased  patron  our  best  ad- 
vertisement. If  we  please  him.  he  will 
tell  his  friends,  and  they  will  tell  their 
friends. 

Our  stock  of  clothes  comprises  the 
freshest  and  newest  weaves. 


No.    1366. 


Dress  For  The  Occasion 

then  give  vour  ap- 
pearance no  further  thought.  That  was 
the  great  Chesterfield's  rule,  and  it's 
good  to-day. 

We  can  clothe  a  man  in  correct  style 
in  the  shortest  possible  time,  and  at  the 
least  possible  cost. 

We  will  solve  for  you  the  problem  of 
how  to  be  always  well  dressed. 


No.  1368. 


Good  Clothes 


clothes  that  are  styl- 
ish— clothes  that'll  wear — clothes  that'll 
fit  properly — are  the  kind  we  sell.  We 
know  our  prices  on  qualities  equal  to 
the  next  man's  are  lower  than  his,  be- 
cause no  one  could  buy  more  carefully 
than  we,  and  no  one  could  put  on  small- 
er profits  or  have  smaller  expenses. 


No.    1369. 


Consider  The  Time 

and  the  place  and  put 
on  what  is  appropriate.  That  is  the  se- 
cret of  dressing  well. 

We  supply  the  best  made  clothing  in 
the  market  for  all  occasions.  Don't  sup- 
pose for  a  minute  that  we  allow  a  cus- 
tomer to  leave  our  door  looking  in  the 
least  item  other  than  correct. 


No.    1370. 


From  any  Point  of  View 

you  will  find  our 
clothing  the  best  that  can  be  bought  in 
this  city.  You  won't  get  better  goods, 
better  fit  or  better  prices  than  we  will 
give  you.  Come  in  and  look  at  our 
stock,  and  see  if  we  are  not  right.  You 
won't  have  to  buy. 


No.  1373- 


Every  flan  Needs  Clothes. 

It  is  an  easy  matter  to  capture  a  prize 
any  day  in  this  clothing  store  by  plank- 
ing down  the  necessary  number  of  dol- 
lars to  take  away  a  bargain.  This  is 
more  than  usually  so  at  this  time.  In- 
stead of  "Dog  Days"  these  twenty-four 
hours  should  be  called  "bargain  days." 

Here  are  some: 


No.  1374- 


,5^>^  -"".Mni 


A  Suit  Which  Will  Wear  Well 

and  look  well  is  made 
of  good  material.  That  is  the  basis  of 
everything.  Next  comes  the  tailor's 
work.  It  doesn't  require  talent  to  pro- 
duce a  wear-well  suit,  but  it  does  require 
honesty,  and  honesty  is  here  in  abund- 
ance. Every  little  detail  has  attention. 
Every  stitch  is  perfect.  We  have  a  large 
stock  of  both  foreign  and  domestic 
clothes— so  varied  that  something  here 
must  please  you. 


No.    139Q. 


Our  Argument  Is 

that  it  is  cheaper  to 
wear  well-fitting  clothes,  made  of  good 
material,  than  it  is  to  wear  misfits  of  in- 
ferior goods. 

The  other  side  of  the  story  is:  There's 
rtiore  money  in  selling  good  well-made 
clothing  than  to  deal  in  what  we  do  no^ 
guarantee. 


No.    1421. 


We  Want  to  Excel 


in  our  business  of 
selling  merchant  clothes,  we  have  an 
ambition  to  excel.  It  is  a  selfish  ambi- 
tion, perhaps,  because  the  more  clothes 
we  sell  the  more  money  we  make. 

But  we  can't  excel  unless  you  are 
satisfied.  We  can't  satisfy  unless  the 
garments  we  sell  are  honest,  depend- 
able, stylish.  And  we've  got  to  keep 
prices  down,  too,  if  we  want  to  succeed 
in  excelling.  It  .is  this  ambition  that 
prompts  us  to  follow  this  system.  It  is 
this  system  that  makes  the  following 
prices  possible: 

(Give  prices  here.) 


No.   1422. 


Examine  them  Carefully. 

Look  them  all  over.  Test  every  part 
which  could  possibly  be  slighted.  If 
everything  isn't  just  as  we  said  it  would 
be — if  you  have  the  slightest  fault  to 
find,  please  come  and  tell  us. 

We  will  make  it  right.  A  satisfied 
customer  means  a  great  deal  to  us. 


A  Satisfactory  Reflection. 

The  man  who  trades  here  is  perfectly 
satisfied  with  himself.  He  always  looks 
well,  his  clothes  always  wear  well,  and 
they  are  not  costly.  His  coat  fits,  his 
trousers  fit.  They  are  carefully  made 
and  carefully  finished.  Each  little  de- 
tail has  attention. 

Let  us  talk  to  you  about  the  new  suit. 


No.  I 


440. 


You  Aren't  Ready 

for  Summer  outing 
and  vacations  unless  you  are  equipped 
with  the  proper  clothing. 

Clothes  for  the  seashore  and  the 
mountain,  clothes  for  the  bicyclist  and 
the  golfer,  clothes  for  all  sorts  of  rec- 
reations and  sports  we  have  in  abund- 
ance. 

Choice  is  easy— all  the  leading  makes 
and  styles  to  select  from. 

Prices,  as  usual,  verv  low. 


No.  1451. 


Boys'  Clothing 

has  a  great  deal  of  at- 
tention here.  If  you  have  a  lot  of  play- 
ful youngsters,  wearing  things  out  as 
fast  as  they  touch  them,  bring  them  in 
here.  We  will  clothe  them  durably  and 
handsomely  for  very  little  money,  in  all- 
wool  suits  that  will  last,  that  Avill  stand 
rough  wear  and  yet  look  well. 


No.  1515- 


li^U 


One  Friend  Tells  Another, 

and  so  the  good  news 
spreads.  Merit  always  comes  to  the  top. 
no  matter  what  is  over  it.  It  didn't  take 
these  clothes  of  ours  long  to  get  ac- 
quainted. Our  people  are  quick  to  rec- 
ognize stvle.  quality  and  low  prices,  and 
thev  have  gone  like  wildfire.  There  are 
some  left,  of  course— enough  for  you 
and  vour  friend.  We'll  expect  you  in  to- 
morrow. Best  values,  best  style,  best 
prices  is  our  standard,  and  we  stick  to 


No.  1516. 


Vacation  Time. 

That's  the  time  when  the  clothes  are 
brushed  thoroughly — when  you  sudden- 
ly discover  that  the  suit  really  looks 
shabby.  What  satisfaction  it  is  to  a 
man  to  step  out  of  a  bran  new  suit — cor- 
rect in  make,  fit  and  style,  made  of 
good,  honest  material.  A  suit  that  will 
last  and  look  well. 

That's  the  kind  we  sell. 


No.  1517. 


«*Some  People  Look  Well 

no  matter  what  thev 
wear."  You  have  heard  that  remark, 
haven't  you?  If  you  note  closely,  you'll 
find  that  the  person  spoken  of  is  always 
an  excellent  dresser.  Not  in  expensive 
clothes,  but  well  made,  of  stylish,  dura- 
ble material.  It  isn't  necessary  to  spend 
a  great  deal  of  money  to  be  well  dressed. 
The  values  in  this  store  ably  prove  the 
truth  of  that  remark. 


No.  1518. 


Outing:  Clothes 

have  their  inning 
now — you  must  wear  them,  even  if  you 
stay  horn  all  Summer. 

Ours  are  cool  and  easy,  in  the  latest 
styles  and  the  most  durable  fabrics.  The 
prices  are   extremely   low. 

Come  in  and  see  them. 


No.  1519. 


Clothing  Prices  Down. 

We  have  reduced  the  prices  on  the 
whole  of  our  elegant  stock  of  men's  and 
boys'  clothing  to  the  lowest  possible 
notch. 

The  season  grows  short  and  the 
goods  must  go. 

Now  is  the  time  to  secure  a  stylish^ 
well-made,  serviceable  suit  at  a  far  low- 
er price  than  such  sterling  values  ever 
sold  for  before.  Here  are  a  few  exam- 
ples: 


No.  1520. 


Warranted  Unshrinkable 

and  iinfadeable — no 
matter  how  severe  the  test— are  our 
fine  suits. 

They  are  extremely  handsome,  the  top 
notch  of  style,  and  very  moderate  m 
price.  Be  in  style— especially  when  it 
costs  so  little. 


No.  1552. 


Ready  To  Oo  ? 

Before  you  start  on  your  vacation 
trip,  search  out  the  weak  points  in  your 
wardrobe  and  come  to  us  with  your 
wants. 

We're  prepared  to  fit  you  out  for 
every  conceivable  recreation  and  sport, 
and  we're  also  prepared,  as  usual,  lO 
save  money  for  you. 


No.  1553. 


It's  High  Time 

you  bought  that 
Spring  suit — warm  weather  will  soon  be 
here. 

The  time  is  ripe  and  the  place  and 
suits  are  ready. 

Never  before  have  we  been  able  to  of- 
fer you  such  stylish,  well-made,  thor- 
oughly dependable  clothing  at  such  re- 
markably low  prices  as  these: 


No.  1554- 


All  Sorts  And  Sizes 

of  people,  young,  old. 
slim,  stout,  short,  tall,  rich,  poor,  criti- 
cal or  easily  suited  will  find  just  what 
they  want  and  ought  to  have  in  our  big 
clothing  stock. 

No  matter  which  class  you  belong  to 
here  are  some  special  offerings  thyt 
can't  fail  to  interest  you: 


No.   2500. 


The  Good  News 

spreads.  One  friend 
tells  another,  and  we  have  one  more 
customer.  We  don't  believe  there  is  a 
clothing  firm  anywhere  which  selects  its 
stock  with  more  care  than  we  do,  or 
which  sells  good,  honest,  well-made 
stylish  suits  for  as  small  prices.  Our 
words  are  ably  backed  by  the  offers  we 
make. 


No.   2501 


Our  Summer  Clothing 

will  stand  the  rough 
usage  of  seashore  or  mountain  without 
deterioration.  We  have  the  very  latest 
styles  in  cut  and  fabric  at  remarkably 
low  prices.  It  doesn't  cost  a  cent  to 
come  in  and  look  through  our  line. 


No.   2502. 


It  is  Bad  Economy 

to  wear  a  winter  suit 
in  summer.  It  hampers  a  man  physi- 
cally, mentally,  socially,  and  in  a 
business  way.  Some  people  are  always 
a  season  behind  in  the  matter  of  cloth- 
ing. 

There  is  no  excuse  for  this  with  sum- 
mer clothing  at  the  prices  at  which 
we  are  closing  out. 


No.  2504. 


A  Few  Dollars 

will  enable  you  to 
dress  as  well  as  any  man.  Our  ready 
made  clothing  is  very  bit  as  good, 
strong  and  stylish  as  tailor-made  cloth- 
ing that  costs  six  times  as  much.  It 
wears  well  and  keeps  its  shape.  We  will 
guarantee  to  keep  you  well  dressed  for 
compafatively  few  dollars  a  year,  and 
it  will  pay  you  as  well  as  us.  It  will 
pay  you  immensely  just  now. 


No.   2505. 


Children  haven't  any  Respect 

for  clothes.  They'll 
slide  down  a  splintery  board  in  their 
best  trousers  with  an  innocent  calmness 
that  makes  their  mothers'  hair  slowly 
rise.  , 

Now  we  don't  pretend  to  sell  boys 
clothing  that  will  withstand  the  persua- 
sive power  of  nails  when  the  two  come 
together,  but  we  do  sell  the  stoutest, 
strongest  and  best  stuff  we  can  find.  We 
know  just  about  what  boys  need— got 
some  ourselves— and  for  a  little  money 
we  think  we  can  fit  your  boy  out  in  a 
suit  that  will  last.  Just  now  we  have 
some  great  bargains. 


No.   2506. 


Never  Touched  It. 

You  could  hardly  expect  to  get  a  suit 
of  clothes  for  a  dollar.  Or  you  might 
get  one.  but  if  you  did.  it  would  fall  to 
pieces  should  you  look  at  it.  For  all 
that  we  sell  stylish,  durable  clothing 
very  close  to  cost— closer  than  you 
think  possible.  A  good  example  of  this 
is  our  new  stock,  in  its  best  bib  and 
tucker,  waiting  to  be  inspected. 


No.   2507. 


This  is  Good 

for  us.  A  healthy  boy, 
with  mind  full  of  business,  a  vacation 
and  a  scraggly  branch,  make  an  excel- 
lent stimulus  for  business.  We  want  to 
cloth  your  school  boys.  We  want  them 
to  get  on  the  inside  of  a  stylish,  service- 
able, stoutly-made  suit  of  clothes— just 
the  thing  for  school— good  enough  to 
be  worn  anywhere.  We've  made  spe- 
cial preparations  for  your  boys.  Values 
like  these  won't  be  ofifered  again. 


No.   2508. 


All  Ready  for  School — 

ready  for  play — ready 
for  visiting — ready  for  anything.  Each 
year  we  make  a  special  effort  for  moth- 
ers of  school  boys.  We  try  first  to  get 
material  that  will  wear  well.  Then  we 
see  that  it  is  made  up  stylishly,  with 
good  stout  stitches  in  every  seam.  We 
don't  care  where  you  go,  you'll  not  find 
suits  more  serviceable  for  the  same 
money. 


No.   2509. 


Rightly=Made  Clothing 

means  a  great  deal — 
more,  perhaps,  than  you  think.  Every- 
body admires  a  nicely-dressed,  stylish 
man.  You  do,  we  do.  Few  stop  to 
think  why  he  seems  nicely  dressed. 
Few  know  that  it  is  because  his  cloth- 
ing is  rightly  made.  A  rightly  made 
ready-to-wear  suit  will  fit  just  as  well, 
look  just  as  well  and  wear  just  as  well 
and  wear  sometimes  better  than  a  tail- 
or-made. You  can't  tell  the  difference 
between  a  tailor-made  suit  and  a 
RIGHTLY-MADE  ready-to-wear. 
We  sell  rightly  made  clothing. 


No.   2510. 


Your  Boy  Knows 

where  he  can  get  the 
best  suit  in  town,  and  that  ours  are  bet- 
ter than  the  average.  It  is  different  m 
the  cutting,  in  the  making,  in  the  trim- 
mings and  in  the  general  style.  Made 
to  fit  by  men  tailors,  with  as  much  care 
as  the  most  expensive  men's  clothing. 
Costs  no  more  than  the  other  kind. 


No.  2512. 


'^m'''" 
^^%il^^' 


Spring  School  Suits. 

The  kind  of  clothes  you  want  for  your 
boy  are  here  in  abundance. 

They  look  well— stylish  and  aristo- 
cratic enough  to  suit  the  proudest 
mother. 

They'll  wear  well.  too.  They're  made 
to  stand  rough  usage  and  hard  knocks 
— they're  put  together  to  stay. 

The  prices  are  like  all  our  prices— 
extremely  moderate. 


No.  2513. 


Asking  Papa 

to  buy  their  clothes 
of  us  is  about  the  most  profitable  thing 
the  boys  can  do. 

If  their  clothes  come  from  us  they 
will  have  that  perfect  fit  and  natty  ap- 
pearance all  boys  take  such  pride  in. 

The  parents  will  be  pleased,  too.  for 
they  will  be  proud  of  the  boys,  and 
know  that  they  have  saved  money  by 
coming  here. 

We  want  all  the  boys  to  bring  their 
parents  here. 


No.  2514. 


Spring  Overcoats. 

No  spring  overcoat  is  just  about  as 
bad  as  no  overcoat  at  all.  The  Winter 
overcoat  is  too  heavy — no  overcoat  is 
too  light. 

There's  no  excuse  for  going  without  a 
Spring  overcoat  when  we  are  offering 
such  exceptional  bargains  as  this: 


XO.      2^1  T. 


The  Road  to  Prosperity 

starts  in  a  clothing 
store.  A  suit  of  good  clothes  is  a  let- 
ter of  credit  into  any  society.  We  sup- 
ply good  clothing  at  reasonable  prices. 
We  don't  expect  you  to  buy  here  until 
you  have  fully  satisfied  yourself  that  this 
is  so.  and  that  no  one  else  can  do  bet- 
ter for  you.  In  the  meantime,  our  new 
fall  stock  of  overcoats  and  suits  is  here. 
We  don't  know  how  long  it  will  stay, 
and  advise  vou  to  hurrv. 


No.   2Si6. 


It  Brings  the  flercury  Up 

several    degrees    

this  overcoat  of  ours.     For  good 

solid*  warmth  and  satisfaction  there's 
nothing  like  it.  It  combines  style,  com- 
fort  and    health   in    a  very     economical 

manner.     The  price  $ wouldn't  buy 

the  same  coat  any  other  place.  Cut 
this  ad  out  and  bring  it  to  the  store,  and 
see  if  it  doesn't  match  the  goods. 


No.  J517. 


Stylish  and  Serviceable 

clothing  for  the  Httle 
fellows  is  a  prominent  feature  of  our 
stock. 

It's  just  as  worthy  and  just  as  care- 
fully selected  as  our  men's  clothing,  and 
it's  well  made  and  durable,  too. 

Bring  the  boy  here. 


No.  2518. 


The  Needs  of  the  Boy 

have  received  our 
careful  attention— we  have  a  stock  that 
will  please  both  the  parent  and  the  boy. 

Natty  and  stylish  enough  to  catch 
any  boy's  eye,  and  serviceable  and  low 
enough  in  price  to  delight  any  econom- 
ical parent. 

Here  are  some  rare  values  at  low 
prices: 


No.  2520. 


Built  to  Wear. 

Our  boys'  clothing  is  made  to  stand 
the  strain — to  undergo  all  sorts  of  hard 
knocks. 

It  is  handsome,  too.  and  in  the  height 
of  style. 

Bring  the  boy  in  and  let  him  select 
his  own  suit.  He  can't  make  a  mis- 
take, and  the  price  won't  disturb  you 
any. 


N( 


J521. 


New  Overcoats  Cover 


a  multitude  of  shabby 
suits.  Many  clothes  are  good  enough  to 
work  in,  but  not  quite  spruce  enough 
for  street  wear.     An   overcoat   such   as 

we  are  selling  for  $ will  add  a  look 

of  style  and  elegance  beyond  criticism — 
it's  a  coat  that  will  please  both  the  eye 
and  the  pocket  book.     It  is  made  nicely 

of  .   seams,  botton  holes — all  the 

little  places  that  might  be  slighted  are 
not.     We're  very  proud  of  this  coat. 


No. 


i22. 


♦•A  Perfect    Little  Gentleman" 


The  well  dressed  boy  is  usually  a 
manly  little  fellow.  Shabby  clothing 
has  kept  many  a  boy  from  doing  an  un- 
called for  act  of  politeness.  The  boy 
with  shabby  clothes  doesn't  wish  to  call 
attention  to  them.  Boys  have  feelings, 
you  know;  they  care  as  much  as  you  do, 
although  they  don't  show  it. 

Now   we   have   suits   enough   here   to 

perfectly  clothe    every    boy    in  . 

They  will  not  wear  shabby — they'll  look 
well  until  the  end — and  they  will  resist 
the  efforts  of  the  most  vigorous  boys. 
The  prices  are: 


No.   2323. 


Dressing  Well 


IS  a  science — it  requires 
lots  of  study  and  thought.  It  requires 
a  little  time  and  trouble — looking 
about — finding  the  store  which  offered 
the  best  values. 

Don't  you  know  some  man  who  al- 
ways looks  particularly  well?  Why  do 
you  suppose  it  is?  It  is  because  he  un- 
derstands the  art  of  dressing — because 
he  appreciates  a  good  clothing  store, 
and  buys  here  year  after  vear.  We  have 
spent  lots  of  time,  money  and  brains 
in  making  this  store  what  it  is.  but  we 
have  never  had  cause  to  regret  it. 


No.  2524. 


A  Good  Business  Suit 

should  be  made  of 
good  quality  of  goods.  All  wool  is  nec- 
essary— it  keep  its  color  and  doesn't 
show  soil  so  soon.  Our  business  suit 
all  made  of  the  best  material  the  market 
affords  and  our  prices  are  equally  as  at- 
tractive. 


No.  2525. 


Don't  Waste  Your  Time 


idly  regretting  your 
appearance,  but  come  to  us  and  see 
what  we  can  do  for  you  in  the  way  of 
clothing.  We'll  give  you  the  full  value 
of  your  money  and  we  will  lit  you  as 
well  as  any  tailor. 


No.  2526. 


Coat  Time's  Here 


— a  coat  now  is  lots 
more  inexpensive  than  a  cold,  especially 
if  you  get  it — the  coat— here.  Heavy 
underwear  won't  replace  it.  Besides, 
every  man  who  can  afford  it.  wears  a 
fall    coat,    and    every    man    can    afford 

it  while  we  sell  for  $ — ■ — . 

Come  and  try  one  on.  That  brings 
no  obligation  to  buy.  The  coats  will 
sell  readily  enough. 


No.   2527. 


The  Correct  Style 

is  the  only  kind  we 
put  into  our  suits.  If  you  haven't  se- 
lected your  suit  for  this  season  yet, 
come  to  us.  We  can  suit  you.  We  can 
suit  the  most  particular  man.  We  only 
sell  particular  goods.  The  prices  arc 
reasonable. 


No.  2528. 


Satisfied   Customers 


are  our  best  adver- 
tisements. Therefore,  if  for  no  other 
reasons,  we  should  still  try  to  give  the 
perfect  satisfaction  which  we  do.  W>? 
try  to  make  every  man  so  happy  that  he 
will  immediately  tell  all  his  friends  of  us. 
We  do  this  by  selling  the  best  cloth- 
ing ever  made  on  this  earth  at  prices 
which  are  honest.  You  can't  get  bet- 
ter clothing  at  better  prices.  We  don't 
mind  proving  this  statement  at  any  time. 


No.  2529. 


-^^r^TnT"" 


stacks  of  Good  Clothes 

still     remains     to     be 
disDOsed  of  before  Spring  opens. 

The  opportunities  for  money  saving- 
are  greater  than  ever  before.  We  can 
sell  you  a  suit  that  will  wear  the  rest  of 
this  Winter  and  all  of  next  at  a  price  so 
small  that  you'll  get  the  full  worth  of 
your  money  this  season — next  Winter's 
wear  will  be  all  clear  profit  to  you. 


No.  2530. 


New  Clothing 

goes  a  long  way  to- 
ward making  a  man  happy.  Fortunately 
this  is  a  happiness  that  almost  every  one 
can  indulge  in.  Clothing  used  to  cost 
a  great  deal— but  it  doesn't  now.  For 
just  how  little  money  a  good  suit  may 
be  bought,  you'll  never  know  till  you 
come  here. 


No.   2531. 


A  Well  Dressed  Man 


with  well  dressed  chil- 
dren is  a  pleasant  sight.  The  man  who 
dresses  well  regardless  of  any  obstacle 
has  learned  one  secret  of  success.  He 
has  learned  that  money  invested  in 
clothing  is  well  invested.  He  has  learned 
that  it  pays. 

j\Ien  who  buy  here  have  also  learned 
one  secret  of  success — they  have  learned 
that  they  will  get  more  for  their  money. 
You  want  style,  fit,  wear  and  warmth 
in  an  overcoat — why  pay  more  than  $ — 
^or  it,  when  you  can  get  it  for  that. 


No.   2532. 


For  a  Good  Boy 


A  good  suit  of  clothes.  A  sensible 
Christmas  present  for  a  sensible  little 
man.  Not  toys,  but  useful  and  substan- 
tial things  for  self-respecting  little  men. 

Good— stylish— "stand  the  racket" 
clothing  and  wearables  of  all  kinds,  to 
snow-ball  and  skate  and  coast  in.  Prices 
below  zero. 


No.   2533. 


kw''"?<. 


fr^ 


-''^^,- 


yA 


A  rian  is  Often  Admired 


for  his  good  looks 
when  it  is  to  his  clothing  the  credit  is 
due.  It  is  possible  for  every  man  to 
buy  this  admiration,  and  who  doesn't 
like  to  be  admired?  The  fit  and  make 
of  a  coat  or  pair  of  trousers  has  every- 
thing to  do  with  his  appearance.  If  you 
want  style,  finish,  elegance  and  econ- 
omy in  your  clothes,  we'll  give  it  to 
you.  Whv  pay  more  when  you  can  get 
it  for  ^? 


No.   2535. 


Winter  Weather 


is  fast  approaching, 
and  you  haven't  bought  your  heavy 
overcoat  yet.  It  is  about  time  you 
thought  of  it.  We  want  you  to  get  it 
here,  because  we  feel  sure  that  we  can 
give  you  what  you  want  as  to  price  and 
qualitv.  We  can't  insist  upon  your 
buying  here.  We  only  want  you  to 
compare  our  gods  and  prices  with  other 
places.  We  wont  have  any  trouble  in 
getting  you  for  a  customer. 


No.  2536. 


Talk  it  Over 

with  your  friends — 
ask  them  if  the  well-dressed  man  isn't 
always  accorded  the  best  treatment — ask 
them  if  it  doesn't  pay  in  the  long  run 
to  get  good  clothing.  By  "good"  cloth- 
ing, we  mean  clothing  which  is  meant 
for  gentlemen — goods  which  are  dura- 
ble, workmanship  which  is  perfect,  style 
irreproachable,  price  reasonable.  We 
sell  "good"  clothing.     Come  and  see. 


No.  2537. 


Women  Are 


most  critical  observ- 
ers of  the  slightest  incongruity  in  your 
clothing.  An  ill-fitting  trouser.  a  bad 
collar  or  wrinkles  in  your  coat  is  sure 
to  win  her  disapproval. 

Buy  well-made,  well-fitting  clothing, 
and  you  can  be  sure  to  be  in  demand. 

We   are   the     most     reliable     clothing 

house  in  ,  and  for  prices  are 

unrivaled. 


No.  2538. 


Your  Clothing  Must  Fit 

if  you  hope  to  make 
your  way  in  the  world.  Nothing  ele- 
vates a  man  so  much  in  the  world's 
opinion  as  good  clothes.  A  man  shab- 
bily dressed  always  finds  it  hard  to  se- 
cure a  position.  Nobody  wants  him. 
Nobody  likes  him.  Of  course  it  is  nqt 
your  fault.  Perhaps  you  don't  know 
how  reasonable  we  are  selling  our 
clothing.  We  are  willing  that  you 
should  know,  and  we  are  just  as  willing 
to  show  what  we  have  in  stock.  Look 
us  up  at  once. 


No.   2539. 


There  I*n't  a 


man  alive  to-day  who 
doesn't  feel  a  respect  for  good  clothes. 
He  may  deny  it,  but  so  it  is,  and  every 
man  is  on  the  look-out  for  the  best  and 
cheapest  place  he  can  find. 

Ready-made  clothing  has  reached 
such  a  standard  of  perfection  that  most 
men  would  rather  go  on  and  be  able  to 
carry  his  suit  away  at  once  with  him 
rather  than  to  wait  for  a  tailor  to  make 
it.  He  has  the  satisfaction  to  know 
they  fit  him.  and  he  doesn't  need  to  pay 
for  a  tailor's  experiment. 


No.  2540. 


Why  Does  A  flan 

make  such  a  fuss 
about  his  clothes?  Because  he  has  to 
live  in  them  all  day  long.  Nothing  is  so 
irritating  as  a  sleeve  that  fits  too  tight 
around  the  arm-hole,  or  what  looks 
worse  than  a  sleeve  whose  wrist  is  con- 
tinually trying  to  hob-nob  with  the  el- 
bow. 

It  means  carelessness  in  cutting,  inat- 
tention to  details. 

Our  greatest  effort  is  to  sell  clothing 
that  gives  perfect  satisfaction.  We  want 
our  customers  to  come  back  to  us. 

The  garments  w-e  sell  must  fit  or  they 
don't  leave  our  store. 


No.  2541. 


You  May  Have  Heard 

such  expressions  as 
"The  coat  seems  to  be  all  right,  only  the 
collar  don't  seem  to  fit" — or  "I  think 
the  back  wrinkles  a  little  bit." 

There  is  where  the  average  clothier 
"falls  down."  He  doesn't  try  to  avoid 
the  little  wrinkles  in  his  clothing,  he  is 
neglectful  of  details. 

When  we  sell  you  a  suit  of  clothes  we 
want  your  friends  to  be  able  to  say: 
''Whose  your  clothier?" 


No.  2542. 


It's  a  Pleasure 


to  show  to  your 
friends  the  clothes  you  buy  from  us— 
they  are  so  stylish.  And  the  style  stays 
in  them  because  the  cloths  used  are 
first-rate,  the  linings  are  good  and  the 
making  the  best  that  skillful  hands>  can 
do.     Prices  are  all  right  every  time. 


No.  2543. 


Take  Your  Choice 


of  clothing  from  a 
practically  unlimited  stock.  It  is  unlim- 
ited because  we  have  everything  in  the 
way  of  clothing  that  you  want.  Spring 
overcoats,  medium  weight  suits,  od<l 
trousers,  everything  seasonable  and 
everything  fashionable. 


No  2544. 


An  Advance  Crop 

of  early  Spring  styles 
in  swell  clothing  is  ready  here  for  your 
harvesting.  The  cloths  have  been  chos- 
en with  an  eye  to  beauty  of  pattern  and 
quality  of  wear.  They  are  made  up  as 
well  as  cloth  can  be.  You  couldn't  get 
a  better  making  if  you  were  to  pay  twice 
as  much. 


No.   2545. 


What  A  Satisfaction   It  Is 

to  dress  when  every 
garment  one  puts  on  fits  well!  How 
easy  one's  work  is  for  the  day  when  the 
business  suit  doesn't  speak  of  hard 
times  and  retrenchment  by  way  of 
wearing  shoddy  clothing!  If  you  must 
economize,  come  and  see  us.  and  we'll 
show  you  how  it's  done. 


No.  2546. 


Clothes  for  Youths  and  for  Boys. 

We  believe  in  teaching  the  young 
gentlemen  and  little  men  of  this  place 
what  good  clothes,  stylish  clothes,  well- 
made  clothes  are.  We  believe  in  teach- 
ing them  by  practical  demonstrations. 

We  will  take  your  little  man  and  fit 
him  out  twice  as  handsomely  as  he  can 
be  fitted  anywhere  else  for  the  same 
amount  of  money  that  you  will  pay  here. 


Xo.  2547. 


The  Best  Dressed  Hen 


are  not  ahvavs  the 
oiies  who  pay  the  most  for  their  clothes. 
Our  clothing  has  the  knack  of  giving 
satisfaction.  We  believe  in  giving  ): 
customer  what  he  wants.  We  would 
like  to  show  you  how  easy  it  is  to  '^uit 
a  man. 


No.  2548. 


All  The  People 

can  be  suited  some  of 
the  time  and  some  of  the  people  all  of 
the  time.  When  it  comes  to  clothing, 
we  can  suit  all  the  people  all  the  time. 
We  guarantee  to  fit  your  purse  and 
your  person.  We  guarantee  perfect  sa^- 
isfaction  in  every  way.  All  the  very  lat- 
est Spring  fashions — make  and  material. 


No.  2549. 


The  Easter  Promenade 

would  be  a  dull  affair 
if  It  were  not  for  the  well  dressed  man. 
Do  not  delay  the  purchase  of  your  Ea.- 
ter  clothing.  We  want  you  to  call  and 
examine  our  clothing  for  Easter  morn- 
ing—handsome frock  coats,  graceful 
cutaway  coats  and  neat  trousers. 

For  Easter  Monday  and  other  days 
we  can  furnish  you  with  suits  that  will 
wear  as  well  as  any  you  have  ever  pur- 
chased— possibly  better. 


No.  2550. 


When  You  Travel, 


you  require  clothing 
that  will  stand  rough  wear  and  not  show 
the  dust.  Hpw  would  you  like  a  perfect 
fitting  sack  suit  in  gray  mixture  that  will 
look  well  and  last  until  you  grow  tired 
of  it?  It  is  the  best  value  we  have  shown 
this  season. 


No.  2551. 


Some  Dealers  Will  Advertise 

a  "markdown  sale, 
because  the  Easter  rush  is  over,"  but 
our  prices  will  remain  the  same.  Our 
clothmg  is  worth  every  penny  that  we 
charge  for  it.  We  depend  more  upon 
good  fit  and  honest  value  than  we  do 
upon  startling  announcements. 


No.  2552. 


When  You  Buy  Clothing 

select  a  store  where 
there  is  a  large  variety  to  choose  from. 
All  men  do  not  have  the  same  tastes,  10 
matter  what  Dame  Fashion  may  insist 
upon.  Our  stock  is  complete  in  every 
detail.  We  can  satisfy  the  most  critical 
man. 


No.  2553. 


Doii*t  Make  Guys  Of  Your  Boys. 

It  costs  as  much  money  to  dress  them 
in  ill-fitting  clothes  made  of  inferior 
goods  as  it  does  to  have  first-class  tail- 
ored suits — that  is,  if  you  know  whce 
to  buy. 

Come  in  and  talk  the  matter  over 
with  us.  Our  goods  are  equal  to  the 
uest,  and  cheaper  than  the  cheapest. 


No.   2554. 


A  flan  will 

overlook  a  great  deal 
if  his  clothing  fits  him  perfectly.  A  man 
need  overlook  nothing  if  he  buys  his 
clothing  here.  There  is  absolutely  no 
fault  to  be  found  with  any  detail  of  the 
material,  make  or  trimmings,  and  if  a 
particular  suit  does  not  fit  just  as  you 
want  it  to  fit,  we  will  make  it  do  so  in 
the  shortest  possible  time.     Prices  right. 


No.  2555. 


Standard  Clothing 

brings  standard  prices, 
and  to  pay  less  than  we  are  asking  is  to 
get  less  value.  A  careless  man  thinks 
only  of  the  appearance  of  a  suit  of 
clothes  the  day  it  is  bought,  while  sen- 
sible men  take  an  interest  in  the  way 
the  clothing  bought  to-day  will  look  six 
months  from  now. 


No.  2556. 


cof  fRi&Hi  tn 


Talk  Is  Cheap, 

but  not  in  the  lan- 
guage that  our  clothing  speaks.  Each 
suit  that  we  sell  a  man  is  the  strongest 
sort  of  argument  in  its  favor,  and  those 
who  wear  our  clothes  are  backing  up 
these  arguments  every  day.  That's  the 
kind  of  talk  that's  never  cheap. 


No.  2557. 


'COPTHI6 


For  Formal  Occasions 


our  ultra-fashionable 
frock  coat  and  vest  with  striped  trous- 
ers would  be  quite  the  proper  thin^. 
Costs  fully  half  as  much  as  you  would 
have  to  pay  a  fashionable  tailor,  and  is 
just  the  same  in  every  other  way.  Fault- 
less fit  guaranteed. 


No.  2558. 


Lower  Prices  For  Outing  Suits 

simply  because  we  can 
afford  to  buy  in  larger  cjuantities  than 
other  dealers,  and  we  are  satisfied  to 
give  our  customers  the  benefit  of  the 
shaded  prices  in  some  cases  and  addi- 
tional value  in  others.  Quality  and  mak- 
ing guaranteed  and  fit  assured. 


No.  2559. 


A  rian  of 

Distinguished  Appearance 

probably  never  knows 
how  much  of  his  elegance  is  due  to  his 
clothes.  A  man  of  this  type  most  usu- 
ally dresses  well  all  the  time. 

You  may  see  men  of  this  type  contin- 
ually leaving  our  doors.  We  are  well 
advertised  bv  our  customers. 


No.  2560. 


Ccfryp,c»r./sy      ^ 


Higher  Temperature 

And  Lower  Prices 

for  seasonable  cloth- 
ing that  may  be  worn  upon  any  occasion 
during  the  Summer  months.  A  special 
line  of  high-class  serge  suits  just  put  on 
sale  are  bound  to  strike  the  fancy  of  the 
critical  man.  and  the  price  will  appeal 
to  the  thrifty. 


No.  2561. 


Have  You  Seen  It? 

We  want  you  to  examine  our  new 
bicycle  clothing.  It  is  as  near  to  per- 
fection as  anything  yo  will  ever  see. 
Every  point  of  the  wheelman's  comfort 
has  been  considered,  and  we  honestly 
believe  we  have  produced  the  ideal  cy- 
cling suit  at  last. 


!=;62. 


The  Right  View 


to  take  of  the  cloth- 
ing question  is  not  how  much  it  costs, 
but  how  long  it  will  wear.  We  sell  you 
a  suit  good  for  two  seasons,  at  the  price 
of  single  season  clothing.  That  give.^ 
you  double  value — that  entitles  us  to 
your  trade.  You  are  protected  by  our 
guarantee  and  you  run  no  risks. 


No.  2563. 


'Just  As  Good  As  Tailor  Made,' 


is  what  you  hear  from 
satisfied  fathers  and  mothers,  who  come 
to  us  to  have  their  boys  properly 
clothed.  The  making  is  more  than  half 
the  value  of  suits  subjected  to  rougli 
usage.  The  first  purchase  here  con- 
vinces the  customer  of  the  sense  of  this. 


No.  2564. 


Style  And  Comfort 

^.  are  combined  in    the 

Summer  suits  that  we  are  selling.  We 
are  sellmg  the  balance  of  our  stock  at  a 
ery  reasonable  price,  as  we  do  not  care 
to  carry  our  goods  over.  A  suit  of 
clothes  purchased  here  is  a  guarantee 
perfect  fit  and  finish. 


No.  2565. 


Don't  Forget 

that  children  need  as 
many  changes  as  grown  folks.  We  have 
a  select  stock  of  boy's  clothing.  It  is 
well  made,  and  as  much  care  is  taken  in 
the  fit  and  finish,  as  is  taken  in  our 
men's  clothing.  Price,  of  course,  is  an 
essential  point,  but  you  needn't  worry 
about  you  that.    We  can  satisfy  you. 


No.  2566. 


Light  Weight 

yet  durable  clothing 
is  what  you  want  for  this  time  of  the 
year.  Have  you  seen  any  of  our  light 
weight  cloths  this  year?  We  have  quite 
a  variety.  A  suit  of  this  cloth  will  not 
cost  you  very  much.  The  low  price 
does  not  affect  our  method  of  fitting  and 
finishing. 


No.  2567. 


coP-(Richt   '99 


Style  And  Comfort 

is  the  combination 
you  want  in  mid-summer  clothing.  That 
is  what  we  can  give  you,  and  at  prices 
that  are  within  your  reach.  Every  suit 
.that  leaves  our  store  is  a  guarantee  for 
fit,  finish  and  quality.  Isn't  that  what 
you  want? 


No.  2568. 


Keep  Your  Boys  Well  Dressed. 

It  will  teach  them  to  be  "little  men" — 
it  will  give  them  a  start  in  the  world. 
The  man  who  is  successful  in  this  w^orld 
is  the  man  who  wears  good  clothes. 
■"Little  men's"  clothes  at  little  prices. 


No.  2569. 


Don't  Worry  About  Your  Clothes. 

Let  us  do  it  for  you.  We  can  give 
you  a  ready  made  suit  that  will  fit  you 
perfectlv.  and  wear  as  long  as  any  made- 
lo-measure  suit  at  less  than  you  pay 
elsewhere.  If  you  are  looking  for  satis- 
faction in  clothing,  you  can  get  it  here. 


No.  -\=;7o. 


Your  Bicycle  Suit  Needs  Help  ; 

needs  another  one  to 
lengthen  its  life.  Why  not  get  one  now 
from  us.  while  we  are  selling  them  so 
very  low  in  order  to  make  room  for  fall 
goods. 


No.   2571. 


The  Patterns  in  Our   Fall    Suits 

make  our  stock  the 
most  stylish  to  be  seen  in  this  place.  The 
desirable  suit  is  the  rule  here — not  the 
exception.  Reasonable  prices  is  an- 
other rule. 


No.   2572. 


Make  the  Boy  Happy 

by  fitting  him  with  a 
natty  suit  of  clothes.  Make  him  proud 
of  himself.  Self-respect  will  have  a 
great  deal  to  do  with  his  future  success. 


No.  2573. 


Overcoat  Time;  Overcoat  Talk. 

When  you  buy  an  overcoat  you  want 
it  to  come  up  to  several  preconceived 
ideas  of  what  an  overcoat  should  be. 
Above  all  things  it  should  be  dressy;  the 
cloth  must  be  good,  all  wool,  fast  color; 
the  finish  careful,  to  say  the  least;  the 
fit  perfect;  the  price,  moderate.  We  have 
an  overcoat  for  you  that  will  meet  all 
these  requirements. 


No.   2574- 


tOPT  R  I  6  K^l  M^ 


New  Clothes  Lend  a  New  Interest 


to  life.  A  good  suit 
of  clothes  will  make  a  boy  feel  like  a  lit- 
tle gentleman.  If  will  make  him  act 
like  one.  Mothers  will  find  polite  at- 
tention here,  low  prices,  and  the  best 
of  clothes  for  the  little  man. 


No.   2575. 


r^t^^rr.  !«• 


Overcoat  Time. 

The  seasons  certainly  do  fly  around; 
yet  we  keep  a  little  ahead  of  them  in  our 
buying  and  with  them  in  our  selling. 
Ready  to  talk  fall  overcoats  now;  good 
ones. 


No.  2576. 


Taking  Care  Of  The  Little  Han 

is  just  as  important 
to  us  as  providing  for  the  full-grown 
man.  Mothers  are  hard  to  please,  and 
we  don't  blame  them.  Each  child  must 
be  studied,  so  that  we  may  see  what  will 
suit  him  best.  When  all  these  details 
have  been  attended  to.  mother  pleased, 
and  child  suited,  then  we  can  suit  the 
little  man  with  as  good  a  suit  of  clothes 
as  was  ever  put  on  a  boy's  back,  and  iit 
him  too,  at  a  moderate  price. 


No.  2577. 


No  Trouble  Suiting  Any  Man. 

We  can  fit  any  man  who  comes  into 
our  store.  We  can  fit  him  perfectly  with 
a  better  suit  than  he  ever  got  before  for 
the  same  amount  of  money.  We  can 
prove  this  statement. 


No.  2578. 


Easy  in  the  Arms. 

A  great  many  overcoats  that  look  well 
and  fit  well  at  first  soon  bind  yon  under 
the  arms  until  they  torture.  Such  econ- 
omy in  making  does  not  pay.  We  see 
that  all  the  cloth  necessary  to  make  a 
good  comfortable  fit  is  put  into  our 
overcoats  and  suits.  We  see  that  the 
style  is  the  latest,  that  the  material  is 
the  best  that  can  be  used  in  a  garment 
of  that  price,  and  that  the  price  itself  is 
reasonable. 


No.  2579. 


,l=>Y-Ri&M-r 


Ready  For  You. 

Fall  stock  all  in.  Best  line  of  styles 
and  patterns  we  ever  had  under  this 
roof.  Prices  just  as  reasonable  as  those 
which  have  always  made  this  store  re- 
markable. 

Honest  wool — honest  making — stylish 
cutting — durable  trimming — right  prices. 

Fall   overcoats  at 

Suits  at 


No.  2580. 


Overcoat  Sense. 

A  Fall-weight  overcoat  is  an  absolute 
necessity  if  a  man  wants  to  look  well 
and  keep  well.  "Old  Pneumonia"  just 
lies  around  looking  for  the  man  without 
an  overcoat.  You'll  find  it's  a  good  deal 
cheaper  to  own  an  overcoat  than  to  be 
sick.  An  overcoat  costs  less  than  a 
funeral. 

We  have  sold  a  lot  of  coats  this  Fall, 
but  we  still  have  a  good  assortment. 
$10  to  $18  will  buy  a  first  rate  one. 


No.  2581. 


M^ 

^^S 

l^^g^y^ii 

i^^^Bli^l 

The  Man  Is  Not  In  It 


who  attempts  to  go 
through  life  without  good  clothes  will 
certainly  find  himself  not  "in  it"  on 
many  occasions.  It's  the  worst  sort  of 
false  economy  to  do  without  good 
clothes. 

If  you  want  to  fully  realize  this,  come 
and  see  our  wonderful  Fall  stock  and 
see  just  how  much  good  material,  style 
and  fit  you  can  get  for  $10,  $12,  $15  and 
$18. 


No.  2583. 


Waiting  for  You. 

The  Winter  suit  that  will  look  well 
wear  well  and  cost  little  is  ready  for 
you  here.  It  wasn't  made  for  you,  but 
if  it  doesn't  fit  we'll  alter  it  until  it 
does,  and  that's  just  what  the  tailor 
does.  You  don't  have  to  pay  a  tailor's 
price,  though,  and  you  don't  have  to 
wait  until  the  tailor  gets  around  to  serve 
you.  The  latest  styles  and  the  correct 
fabrics  are  here  to  choose  from,  and 
your  choice,  whatever  it  may  be,  will 
be  a  wise  one. 


No.  2584. 


Within  Easy  Reach. 

Our  prices  on  clothing  for  the  boys 
make  buying  doubly  pleasant.  In  fabric, 
in  pattern,  in  cut  and  in  tailoring  our 
boys'  suits  and  overcoats  are  the  stand- 
ard of  excellence — in  price  they  are 
much  lower  than  such  sterling  values 
cost  elsewhere. 

Not  only  are  the  very  latest  styles  here 
— that  pleases  the  boy — but  the  utmost 
care  has  been  taken  that  every  inch  of 
material  should  be  of  the  best  and  most 
durable,  and  that  every  stitch  of  work 
should  be  thorough  and  conscientious — 
that  pleases  you. 


No.  2585. 


Right  in  Every  Particular. 

The  suit  of  clothes  or  overcoat  you 
buy  here  fits  you  perfectly  and  looks 
well,  no  matter  in  what  position  you 
stand  or  sit. 

Our  clothing  is  made  to  fit  men  as 
they  are,  not  as  they  might  be.  If  it 
doesn't  fit  at  first,  we  alter  it  until  it 
does  fit. 

Everything  the  latest  in  style,  of  the 
most  worthy  fabrics,  and  tailored  in  the 
most  perfect  manner. . 


No.   2586. 


At  Fancy  Dress  Balls 

all  manner  of  eccen- 
tricities of  clothing  are  allowed.  The 
most  unusual  makes  the  greatest  sensa- 
tion. 

For  everyday  use  the  correctly 
dressed  man  takes  the  palm.  We  have 
made  it  possible  for  any  and  every  man 
to  be  well  dressed.  Our  clothing  is  well 
made  and  our  prices  are  easily  within 
your  reach.  Call  and  we  will  tell  you 
more. 


No.  2587. 


Spring  Overcoats.  , 

Fashion,  comfort  and  health  all  de- 
mand the   Spring  overcoat. 

Economy  demands  that  you  buy  it 
here. 

Just  the  right  overcoat,  of  just  the 
right  style,  cut.  pattern,  fabric  and  fin- 
ish can  be  bought  here  at  considerably 
less  than  other  clothiers  call  just  the 
right  price. 


No.  2588. 


"ooP'-Ri&HT-  I  69 


The  Best  Judges 

concede  ours  to  be 
the  best  clothing  for  the  money. 

Our  clothing  fits;  if  not,  we  alter  it 
until  it  does. 

It  is  correct  in  style— the  style  of  to- 
day, not  of  yesterday. 

It  is  thoroughly  well  made — the  very 
best  of  materials  and  the  most  artistic 
tailoring. 

It  is  economical;  one  price  and  that 
the  lowest. 


No.  2590. 


When  You're  Through 

with  the  suit  of 
clothes  you  buy  here,  the  old-clothes 
man  will  pay  twice  as  much  for  them  as 
he  would  for  ordinary  clothes.  There'll 
be  lots  of  wear  left  in  them  yet — their 
remarkable  durability  is  one  of  their 
strongest  points. 

Very    low    prices  is    another   strong 
point,  as  these  figures  show: 


No.  5200. 


Business  Men 

do  not  have  much 
time  to  devote  to  clothing  thoughts.  We 
have  just  the  sort  of  clothes  to  suit  the 
busy  man.  The  cut  issuch  that  style  and 
comfort  are  combined.  Each  suit  has  its 
good  points.  We  will  guarantee  a  per- 
fect fit  in  everv  instance. 


No.  5201. 


It  is  Worth  a  Thought 

to  count  a  clothier's 
reputation,  when  you  figure  upon  the 
amount  you  wish  to  pay.  We  can  con- 
vince you  that  you  are  getting  your 
money's  worth  when  you  buy  your 
clothing  here.  Your  sight  and  senses 
will  tell  you  that  we  speak  the  truth. 
Let  us  convince  you. 


No.  5202. 


miPiCMT  Iff 


Extreme  Facts  In  Clothing 

are  to  be  avoided 
quite  as  much  as  slovenly  dress.  Our 
clothing  is  everything  that  is  good 
form.  We  may  know  about  the  cloth- 
ing business  than  you  do,  but  we  do  not 
know  half  as  much  as  yourself  regard- 
ing what  you  want.  We  can  help  you  in 
your  choice  and  our  prices  will  help  us 
both. 


No.  5203. 


Children's  Fine  Clothing 

at  a  moderate  price 
has  become  a  necessity.  We  have  added 
a  new  line  to  our  already  large  stock 
of  boy's  suits.  These  garments  are  fin- 
ished in  the  very  best  manner  and  may 
be  depended  upon  for  long  service. 
jNIothers  and  fathers  will  do  well  to  look 
over  this  department. 


carvit.«HT.  ta9 


A  Light  Weight  Overcoat 

is  a  handy  garment 
to  have,  even  in  Summer.  Trips  out 
of  town  and  chiUing  night  r^ns  call  for 
something  more  comfortable  than  what 
you  have  been  wearing  through  a  sun- 
shiny day.  It  is  three  months  ofif  to 
the  real  warm  weather. 


No.  5205. 


We  Want  Attention 


for  our  fall  suits  be- 
cause we  know  they  deserve  it — we 
know  they  are  absolutely  the  best  on 
view  within  one  hundred  miles  of  the 
center  of  this  city.  The  cloths  are  the 
latest,  the  workmanship  the  best,  the 
finish  the  finest,  the  prices  the  nearest 
right. 


No.  5^06. 


Continued  Success 

is  characteristic  of 
our  boys'  and  youths'  department  justi- 
fies our  original  belief  that  it  would  pay 
you  to  give  the  same  attention  to  junior 
clothing  as  to  men's.  A  visit  will  show 
you  the  highest  grade  of  children's  per- 
fect fitting  clothing  at  very  ordinary 
prices. 


No.  5207. 


Our  Outing  Clothing 

will  give  you  just  the 
same  satisfaction  as  the  clothes  you 
would  get  from  exclusive  tailors,  which 
would  cost  you  twice  as  much.  The 
cloth  from  which  these  garments  were 
made  has  been  selected  with  a  view  to 
hard  service,  and  to  withstand  all  sorts 
of  changing  weather. 


No.  5208. 


Take  a  Walk 


in  any  street,  in  any- 
community,  among  any  sort  of  soci- 
ety and  you  will  find  that  you  are  prop- 
erly dressed  in  the  strict  sense  of  the 
word,  if  your  clothing  has  been  bought 
from  us.  Tailored  in  the  very  best  man- 
ner by  experienced  workmen  at  living 
wages,  these  garments  have  twice  the 
solid  value  of  similar  clothing  selling 
elsewhere  for  the  same  money. 


No.  5209. 


XpuO*- 


Fashion  And  Grace 


show  in  every  line 
and  cnrve  of  all  our  clothing.  Tailor- 
made  by  men  of  long  experience  and 
fashioned  upon  lines  of  tested  excel- 
lence, our  clothing  cannot  be  distin- 
guished from  made-to-measure  gar- 
ments costing  twice  as  much. 


No.  5210. 


Warmer  Weather 

leads  to  thoughts  of 
cooler  clothing.  We  have  just  received 
a  lot  of  very  swell  Serge  Sack  Suits- 
blue  and  black.  Could  not  be  duplicat- 
ed for  one-third  more  than  we  are  ask- 
ing, and  for  appearance,  make  and  dur- 
ability these  nobby  suits  are  the  equal 
of  anything  you  have  ever  worn. 


There  Is  A  Big   Difference 

between  the  clothing 
you  buy  irom  us  and  garments  for 
which  you  pay  the  additional  price  it 
widely  advertised  "'bargain"  sales.  All 
clothing  looks  more  or  less  alike  before 
it  is  worn,  and  it  is  actual,  honest  ser- 
vice that  we  have  to  depend  upon  to 
keep  your  trade. 


No.  5212. 


Some  More  Of 

Those  Bicycle  5uits 

have  arrived  for  your 
inspection,  and.  if  possible,  these  are  a 
trifle  better  value  than  anything  we  have 
yet  received.  Splendid  fitting  and  well 
tailored — every  bit  as  good  as  made-to- 
measnre  suits  costing  twice  as  much  or 
more. 


No.   5214- 


Take  Your  Time:  Think  It  Over. 

We  are  very  busy  with  sending  goods 
out  and  receiving  more.  We'll  be  sure 
to  have  a  suit  that  will  fit  both  your 
figure  and  your  purse  when  you  cad. 
We'll  be  glad  to  see  you  at  your  own 
convenience.  Then  you'll  be  glad  you 
have  seen  us. 


No.  5215. 


coriRUHr  .,„ 


ThU  Is  A  Good  Picture 


of  the  outing  suit  thai 
we  have  found  to  be  a  ^reat  success.  It 
is  popular  because  it  has  what  most  of 
these  suits  have  always  lacked — style. 
The  price,  too.  may  account  for  some  of 
its  popularity. 


No.  5216. 


We  Are  Selling 

our  stock  of  boys' 
clothing  at  a  nominal  price.  We  are 
anxious  to  get  rid  of  it,  as  we  do  not 
believe  in  carrying  stock  over.  That  is 
the  reason  we  always  have  such  fashion- 
able clothes.  This  Summer  stock  com- 
prises all  the  good  qualities  of  all  oui 
goods — style  and  durability. 


No.  5217. 


An  Air  Of  Confidence 

is  always  carried  by  a 
well  dressed  man  that  is  absolutely  in- 
imitable. A  man  who  has  the  conscious- 
ness of  wearing  good  clothes  rises  more 
easily  above  his  fellow  men.  We  will 
help  you  to  rise  in  the  world — we  will 
clothe  you  fashionably,  distinctly,  rea- 
sonably. 


No.  5218. 


What  A  Cool  Combination! 

The  perfect  outing  dress  for  a  man 
is  a  blue  or  black  double  breasted  serge 
coat  and  a  pair  of  white  duck  trousers. 
Rather  queer  that  fashion  should  go 
hand  in  hand  with  economy.  These 
clothes  are  among  the  most  reasonable 
garments  in  our  stock. 


No.  5219. 


Boys  Clothing. 

Every  house  that  deals  in  clothing 
does  not  carry  boys"  clothing,  because 
they  think  it  is  too  much  trouble.  That 
is  one  of  our  specialties,  and  you  can  de- 
pend upon  getting  what  you  want  for 
your  boy  if  you  come  to  us.  We  can  fit 
him  perfectly  and  satisfy  your  wants  .is 
to  style  and  quality. 


No.  5220. 


You  Can't  Tell 


our  ready-made  clothes 
from  the  made-to-measure  kind.  That  Is 
because  we  have  skilled  workmen,  use 
only  the  best  materials,  and  fit  you  to 
perfection.  Price  is  an  important  thing 
and  we  can  save  you  money  while  giv- 
ing you  the  best. 


No.  522] 


Light  Weight  Clothes. 

Cool  comfort  is  what  men  are  looking 
for  this  kind  of  weather,  and  what  they 
will  get  in  a  suit  of  our  light  weigtu 
clothes.  We  are  closing  out  our  stock 
of  these  goods  while  the  days  are  yet 
hot  and  vou  need  them. 


Nu. 


Early  Fall   Clothing 

is  having  its  innings 
no\v.  Sack  suits  are,  of  course,  the  fa- 
vorite, and  we  have  backed  them  down 
to  the  lowest  possible  prices.  They  com- 
bine style  and  quality. 


No.    5^^3. 


Warmer  Clothing. 

You  want  to  buy  your  suit  now.  be- 
fore you  get  caught  by  the  cold  weather. 
Clothing  here  is  s  good  as  can  be  made. 
Prices  are  as  low  as  possible. 


No. 


5224. 


COPv(^,c.M^ 


We  Call  Them  Lounging  Suits 

,^  .     ,  ,      .  .  because    they    are    as 

desirable  tor  resting  around  the  house 
as  for  outdoor  exercise.  The  outing  suit 
that  you  have  has  done  good  service 
this  Summer.  Get  another  one  at  the 
extremely  low  prices  \te  are  offering. 


No.  5225. 


Clothing  Talk. 

Brisker  days  now.  Warmer  clothing 
needed.  A  new  suit  is  absolutely  neces- 
sary; question  is:  what  to  get  and  where 
to  get  it?    We'll  help  you. 


N( 


1226. 


You  See  A  Well  Dressed  Man 

and  you  involuntarily 
remark.  '"There  is  a  lucky,  prosperous 
fellow."  Good  clothes  are  the  hall  mark 
of  prosperity.  They  help  you  in  life  in 
every  way.  We  can  help  you  into  the 
clothes  that  will  fit.  and  suit  both  you 
and  your  purse. 


No.   5227. 


Style  for  Every  Man 

without  extra  charge 
here.  Our  prices  tor  clothing  do  not  in- 
clude the  cost  of  originating — it's  cheap- 
er to  be  copyists.  We  copy  the  styles 
of  swelldom  before  they're  placed  on 
sale,  so  you  get  them  just  as  soon  as  the 
man  who  pays  a  thousand  dollars  a 
year  for  his  clothes. 


No.  S228. 


Drop  in  Any  Time 

we  are  always  glad 
to  see  our  friends.  You  needn't  present 
your  card  at  the  door.  Come  right  in 
and  look  around.  The  more  you  look 
around  at  our  clothing,  the  better  we 
are  satisfied.  The  more  carefully  you 
examine  it,  the  better  we  like  it.  The 
more  you  know  about  clothing,  the 
more  certain  we  are  of  eventually  se- 
curing all  of  your  trade. 

We  buy  only  of  clothing  makers  who 
are  right  up-to-date  on  style,  fit  and 
finish.  We'll  fit  you  a  good  deal  better 
than  any  but  the  most  expert  tailor,  and 
we'll  do  it  at  about  half  his  price. 


No.    5229. 


Neat  Appearance 

counts  for  much  in 
this  life.  There  are  many  times  when 
small  points  will  decide  either  for  or 
against  you.  At  such  times  the  ques- 
tion of  appearance  is  always  bound  to 
come  up.  Let  us  take  care  of  your  ap- 
pearance. Our  customers  tell  us  they 
like  to  deal  with  us,  for  everything  they 
buy  here  is  to  be  relied  upon. 


No.  5230. 


OOryRidn-r.  1  , 


The  Fall  Poet,  Says: 

"The  melancholy  days  have  come. 

The  saddest  of  the  year. 
When  it's  a  little  too  warm  for  whiskey 

And  a  little  too  cold  for  beer." 

When  it's  a  little  too  warm  for  a 
heavy  overcoat  and  a  lot  too  cold  for 
none. 

Come  in  and  be  inserted  into  a  hand- 
some, fit-some  stylish  Fall  overcoat. 

You'd  guess  the  price  at  $i8  or  $20, 
but  it's  really  only  $12. 


No.  5231. 


j.^ 


An  Useful  Coat 


IS  our overcoat 

because  it  protects  against  stormy 
weather,  as  it  approaches  an  ulster  in 
its  protecting  qualities,  yet  it  is  of  the 
right  length,  and  is  so  stylish  that  it 
makes  the  handsomest  kind  of  a  coat 
for  a  cold,  clear  day.  Notice  the  swell, 
bell-shape  of  the  skirt. 


No.  5232. 


lfcOP*-«.l<l.wt-_ 


Moving  Fast. 

Our  line  of  Fall  overcoats  i»  mov- 
ing right  along.  We  never  before  had 
anything  like  so  good  a  trade  at  this 
time  of  the  year.  Perhaps  the  reason 
for  it  is  that  we  never  before  had  any- 
thing like  such  an  attractive  line  of 
goods. 

Every  garment  in  our  Fall  stock  is 
cut  right  in  the  height  of  fashion  and 
perfectly  tailored — is  finished  inside  and 
out  with  all  the  characteristics  of  the 
best  kind  of  made-to-measure  goods. 
When  you  see  the  clothes,  you  will 
guess  the  prices  to  be  from  20  to  40  per 
cent,  more  than  they  really  are. 


No.    S233- 


<0  »•«--«<  <i«-i-r_ 


All  the  Talking 

of  all  the  world's  great 
talkers  won't  make  a  good  piano  out  of 
a  poor  one. 

Buy  the  right  sort  of  a  piano — a  piano 
that  has  stood  the  test. 

It  doesn't  cost  any  more — if  you  come 
here  for  it — and  you'll  have  a  piano 
you'll  always  be  proud  of.  Here,  for 
instance,  is  a 


No.  5234. 


is  looking  for  some- 
thing way  above  the  average.  He  will 
find  it  in  one  of  our  $10  business  suits 
we  are  now  offering.  You  never  in  your 
life  saw  anything  to  equal  this  $10  line 
of  ours.  \Ve  have  been  in  the  clothing 
business  a  good  while,  and  we  never 
saw  anything  that  could  touch  it.  Just 
how  the  maker  manages  to  do  it  at  the 
price,  we  don't  know,  and  you  don't 
care.  The  fact  is,  the  suits  are  here,  and 
that's  the  point  that  interests  you  and 
us. 

Come  and  see  them. 


No.  5235. 


Hard  on  Clothes. 

The  rough  sports  of  the  heahhy  boy 
are  good  for  him,  but  rather  hard  on  his 
clothes.  We  have  a  Hne  of  boys'  cloth- 
ing that  was  made  to  stand  rough  us- 
age. ^  It  is  strong  in  the  places  where 
boys  clothmg  usually  rips,  and  rein- 
forced in  the  places  that  are  generally 
first  to  wear  out. 

Fit  your  boy  out  for  the  winter  here. 
We  can  save  money  for  you.  please  the 
boy,  and  make  it  possible  for  him  to 
enjoy  his  winter's  sports  in  comfort. 


No.  5236. 


A  Critical  Examination 

is  hardly  necessary  to 
distinguish  the  radical  difference  be- 
tween the  stylish,  neatly  fitting  clothes 
that  come  from  our  store  and  the 
clothes  of  the  hand-me-down  variety 
you  are  tempted  to  buy  elsewhere  be- 
cause the  price  seems  small. 

We  make  the  clothes  fit  the  man — not 
the  man  the  clothes.  We  see  that  the 
styles  are  those  of  to-day — not  those  of 
last  season.  We  take  care  that  the  ma- 
terial is  the  kind  that  wears — not  the 
kind  that  merely  holds  together  until 
you  get  home.  We  make  the  price  fit 
close  down  to  the  value  we  give — n<;t 
to  the  figures  you  would  find  elsewhere 
for  similar  values. 


No.  5237. 


Clothes  for  Sturdy  Boys. 

Spring  weather  brings  the  boys  out- 
doors, and  their  rough  sports  are  hard 
on  ordinary  clothes. 

We  have  some  extraordinary  clothes 
that  we  want  you  to  see.  They're  built 
to    stand    rough    wear. 

The  materials  are  strong,  and  the  tail- 
onng  is  exceptionally  good.  They  look- 
well,  too.  and  cost  but  little. 


No.  5238. 


m 


«ff#r.^^ 


The  Well  Dressed  Hen 

you  see  on  the  street 
are  not  necessarily  men  of  wealth.  You 
can  be  equally  handsomely  attired  if 
you  let  us  supply  your  clothing  needs. 
It  isn't  a  question  of  money — it's  a  ques- 
tion of  taking  your  money  to  the  right 
place. 

Here  are   some   facts  and  figures    to 
prove  it: 


No.  5239. 


60»»rRiCMT_ 


As  To  Your  Spring  Suit. 

Of  course  you  know  that  the  fabrics  in 
our  handsome  lines  of  Spring  clothing 
are  just  as  good,  just  as  stylish,  just  as 
right-up-to-the-minute  as  the  stock  of 
any  tailor  anywhere. 

If  you  don't — investigation  will  prove 
it. 

The  tailor  alters  and  alters  until  he 
gives  you  an  exact  fit. 

That's  precisely  what  we  do — the  re- 
sult is  the  same. 

There's  one  big  difference,  though — ■ 
the  price. 


No.  6200. 


Get  the  Best. 


We  know  what  manufacturers  make 
the  best,  most  styHsh  and  most  satis- 
factory clothing — and  we  get  it.  Cloth- 
ing can't  be  too  good. 

If  you  buy  your  Spring  suit  here  you 
get  the  best.  You  get  the  latest  style, 
present  and  future  satisfaction  and  long 
wear.     And  this  is  all  it  will  cost  you: 


No.   6201. 


Bicycle  5uits 

that  are  light  enough 
to  let  the  cyclists  know  what  solid  com- 
fort really  is,  made  from  cloth  that  will 
withstand  the  raindrops  of  a  sudden 
shower,  and  cheap  enough  to  satisfy  the 
most  economical  rider.  Well-fitting  and 
well-made  by  men  tailors. 


No.  6202. 


COPrfflSNT.  I A 


Clothes  Differ. 

The  suit  of  clothes  we  make  for  -on 
is  something  entirely  different  from  the 
suit  you  buy  elsewhere. 

It  fits  you — seems  to  be  a  part  of  you. 
It  gives  you  an  air  of  elegance  and  dis- 
tinction that  is  in  itself  worth  more  than 
the   small   price   we   charge   you. 

It  will  wear  much  longer,  too. 


No.  6203. 


•♦Comparisons  Are  Odious,*' 

but  not  to  us.  We 
invite  comparison  with  other  clothing 
that  costs  the  same  money  that  we  are 
asking.  We  want  you  to  compare  the 
quaHty  of  the  goods,  the  tailoring  and 
the  fit.  We  will  secure  your  trade,  if  you 
only  give  us  half  a  chance. 


No    1534. 


A  Sky  Full  of  Bargains 

There  are  "bargains  to  burn"  in  this 
store  every  day  in  the  year.  You  can 
come  here  any  time  and  save  money  on 
high  grade  goods— save  enough  money 
to  buy  all  the  fireworks  you  want  for 
"  the  great  and  glorous  Fourth." 

For  instance • 


No.  2055  b. 


The  Keynote 

Of  Our  Business 

Is  Economy. 

We  buy  econom- 
ically. We  buy  in  large  quantities ;  we 
get  the  lowest  prices  and  the  top  dis- 
counts. We  make  economical  buying 
easy  for  you.  We  not  only  offer  you  the 
most  reliable  and  fashionable  goods,  but 
we  save  money  for  you— always  a  little, 
often  a  great  deal. 


No.  3412. 


Straight  to  the  Point. 


We  always  go  straight 
to  the  point — there's  no  false  njodesty 
about  us.  We  want  your  trade.  We  are 
going  to  do  everything  in  our  power  to 
get  it — and  we  will  get  it  if  you  give  us 
half  a  chance.  There  may  be  other 
stores  as  good  as  this  one,  but  if  you 
buy  the  same  quality  there,  you  will  pay 
more  for  it.  We  save  money  in  various 
little  ways,  and  this  is  one  reason  whv 
we  can  make  low  prices. 


No.  4004. 


He  Usually  Looks  Pleasant, 


but  he  has  just 
inspected  our  goods  and  our  prices  after 
buying  elsewhere.  He  isn't  displeased 
with  what  we  have  to  offer.  He  is  dis- 
gusted with  the  goods  he  got  elsewhere 
now  that  he  has  contrasted  them  with 
ours.  We  occassionally  meet  a  man 
under  such  circumstances  but  the  second 
time  we  see  him  he  looks  happy.  He 
comes  to  us  first. 

We  have  a  lot  of  fresh,  choice  bargains 
this  week  which  make  ever^'bodj-  look 
pleasant  enough  to  be  photographed. 


No.  40C)5. 


We  Are  Teaching 

The  People  a  Lesson. 

We  are  teaching  our 
competitors  a  lesson.  We  are  demon- 
strating the  fact  that  a  good  many 
people  have  been  paying  too  much  for 
goods  in  our  line.  They  haven't  been 
paying  us  too  much.  They  have  been 
paying  other  merchants  too  much.  They 
are  learning  that  our  prices  are  always 
lowpr  than  others'  prices.  That  is  why 
our  business  is  growing  so  rapidly.  It 
grows  more  rapidly  each  year. 


No.  4104. 


Don't  Bring 

All  of  Your  Honey 

when  you  come  to  our 
store  to  buy.  Cut  your  usual  allowance, 
for  goods  in  our  line,  into  halves  and  see 
what  you  can  do  with  one-half.  We  have 
made  such  great  reductions  in  prices 
that  we  are  sure  of  surprising  you. 

We  have  a  lot  of  new  things  that  will 
interest  you—things  you  ought  to  have 
and  which  won't  cost  you  much. 


No.  3949. 


The  "Swellest"  People 


in  town  all  buy  at  our 
store.  They  know  that  we  can  be  de- 
pended upon  to  furnish  the  very  latest 
and  best  goods  obtainable.  Again,  they 
do  not  like  to  pay  high  prices  any  better 
than  less  pretentious  people  do,  and  our 
prices  are  always  right. 


No.    153r,. 


A  Declaration  or  Independence" 


Patterning  after  her  ancestors  of  revo- 
lutionary' fame  the  new  woman  of  1899 
declares  her  independence  of  masculine 
interference  in  all  household  matters 
and  insists  on  buying  where  her  own 
good  economical  Judgment  dictates.  She 
knows  that  when  it  is  a  question  of  re- 
liability and  low  prices    in 

there  is  no  place  like- 


No.  4115. 


Don't  Give  Up  Your  Money 


without  value  received. 
Don't  pay  two  prices,  or  a  price  and  a 
half,  or  a  price  and  a  quarter,  for  goo<lf^ 
that  we  are  selling  at  their  actual  value. 
We  make  a  little  profit  on  each  sale — 
but  never  more  than  a  little.  We  make 
another  little  profit  when  you  come  the 
second  time.  And  another  when  you 
come  the  third  time,  and  so  on.  That 
is  the  only  secret  there  is  about  our 
great  success.  That  is  why  our  business 
is  growing  faster  than  any  other  busi- 
ness in  town. 


No.  4116. 


Dewey  Was  Successful 


because  he  was  a  leader  - 
an  astute,  agressive,  careful  man  who 
didn't  wait  to  see  what  other  people 
would  do  first.  We  are  successful  be- 
cause we  are  leaders.  Because  we  often 
have  new  goods  on  sale  before  our  com- 
petitors know  that  the  old  ones  are  out 
of  style.  Come  in  often  if  j'ou  want  to 
keep  posted  on  everj'thing  in  our  line 
that  is  new  and  novel. 


No.  4122. 


A  New  Year's  Sermon 


^     .  which  has  its  practical 

side.  During  this  year  we're  going  to 
constantly  follow  the  same  good  methods 
which  we  have  always  been  well  known 
tor.  We  are  going  to  put  as  moderate 
prices  on  our  work  as  possible  It 
wouldn't  pay  us  to  do  otherwise.  We'if^ 
in  business  to  stay. 


Xo.  4124. 


Biolf// 


Careless  Methods 


drive  trade  aAvay.  That  is 
why  we  are  so  particular.  ^  Even  the 
slightest  details  have  our  most  car.'ful 
attention. 

Without  saj'ing  much  about  it  wo  are 
trying  each  day  to  show  vou  what  we 
think  a  good  store  should  be. 

Our  business  is  constantly  develoi.in<' 
and  the  more  you  make  comparisons  thS 
more  you  will  be  impressed,  we  know 
exactly  what  we  are  about. 


No,  4127. 


We  Are  Watchful 


in  our  business.  We  are 
alwaj's  on  the  lool^out  for  improvements. 
We  don't  ever  say  that  our  business  is 
perfect,  because  there  isn't  anj'thing  in 
the  world  which  is  perfect.  The  reason 
we  have  such  a  good  business  is  that  we 
recognize  this.     We  do  not  know  it  all. 


Xo.  nioi. 


ml"  111"- 


:owRi(ini  i«,"i 


You  Might  Climb 

All  Over  the  Earth 


cand  you  couldn't 
find  such  a  unique  array  of  bargains  as 
we  are  going  to  offer  all  next  week. 

We  have  the  best  and  most  complete 
line  of  goods  in  the  city  always  on  hand, 
but  our  special  sales  are  something 
startling.     Be  sure  to  see  us  next  week. 


No.  4119. 


Ov.         ^! 


Santa  Claus 


will  find  no  better  place 
to  get  presents  than  right  here  in  this 
store.  A  stock  such  as  we  keep  is  par- 
ticularly adapted  to  present-holdings.  It 
is  varied — that  is  one  good  feature — and 
the  prices  are  sure  to  please  everyone's 
purse.  We  haven't  time  to  name  any 
articles,  but  you  may  see  them  any  time 
you  care  to  drop  in— come  just  to  visit 
if  you  wish  to.  Don't  mind  the  buying 
part^that  will  come  around  all  right. 


No.  4121. 


The  Outlook 


for  a  big  season's  business  is  the 
best  we  have  ever  known.  Therefore  we 
have  put  in  an  immense  stock  (a  real 
record-breaker)  which  is  so  complete 
that  we  can  fill  any  possible  want  in  our 
line. 

While  all  of  our  prices  are  very  low  we 
have  some  especially  startling  bargains 
to  offer,  which  we  are  particularly  proud 
of. 


No.  6204. 


Skeleton  Serges 

are  becoming  all  the 
rage.  They  are  cool.  They  are  dressy. 
They  are  becoming  to  any  man.  The 
double  breasted  sack  suits  are  particu- 
larly fashionable,  and  may  be  worn  upon 
any  informal  occasion.  With  a  pair  of 
our  white  duck  trousers,  you  have  a 
capital  boating  suit — afloat  and  ashore. 


No.  6205. 


Not  Like  Other  Boy's  Clothing— 

— simply  like  ours. 
May  not  cost  a  cent  more  to  make  than 
other  clothing.  Other  clothes  may  have 
just  as  good  material.  But  there  is  a 
difference.  Ours  last  longer,  for  one 
thing.  The  buttons  seem  part  of  the 
goods — sewed  on  right.  Seams  don't 
rip.  Lining  better.  And  lots  of  other 
things  worth  looking  into. 


No.  6206. 


Are  You  Going  Away  ? 

You  want  a  suit  that  will  not  show 
the  signs  and  stains  of  travel.  You  want 
a  suit  that  will  look  well  upon  any  or- 
dinary occasion — one  that  will  save  the 
trouble  of  carrying  too  much  clothing. 
We  have  just  the  thing  in  a  gray  tweed. 
Wears  like  iron  and  bound  to  satisfy 
vou. 


No.  6207. 


ConfilCHT         l9i 


The  Best  Kind  Of  A  Suit 


for  semi-athletic  wear 
isonethatismade  of  a  light  weight  cloth. 
yet  spongy  in  texture,  so  that  it  will  not 
show  the  effects  of  lounging.  Comfort 
is  what  you  want  this  time  of  the  year, 
and  we  can  give  it  to  you  in  one  of  our 
suits,  besides  style,  fit  and  finish. 


No.  6208. 


This  is  the  Season 


when  the  boys  begin 
to  get  outdoors  to  play,  and  anxious 
mothers  are  wondering  where  they  can 
buy  clothing  that  will  stand  the  strain. 

This  is  the  place.  Our  line  of  boys' 
clothing  is  full  of  strain-resisters — made 
to  stand  the  roughest  sort  of  wear  and 
tear.     W'e  have,  for  instance: 


No.  6209. 


COPYRIC 


A  Neatly  Uressed  flan 

finds  friends  at  every 
turn.  Good  clothes  and  good  manners 
are  the  entree  to  any  society— however 
exclusive.  We  can  sell  you  perfectly 
<itting  garments  at  prices  that  will  not 
liurt  your  purse. 


No.  5158. 


No.  5160. 


No.  3472, 


No.  5632. 


% 

Tall 
ovepcoat; 

€ 

<r\i  If 


No.  5240. 


No.  5238. 


No.  5241. 


No.  5242. 


No.  5243. 


No.  5244. 


No.  5245. 


No.  5246. 


No.  5248. 


No.  5249A. 


No.  5251. 


No.  525, 


No. 


5254. 


^^-  5255- 


No.  5257. 


No.  5261, 


i!*^ 


No.  5262. 


No.  5263. 


No.  5264. 


CLEVER  CATCH=LINES 

CUPPED  FROM  EVERYWHERE. 


Betwixt  and  between  time.  This  is  what  brings  you  such  clothing 
values  here.  Everything  must  be  shipshape  for  the  frosty  days.  And 
so  prices  stand  on  tip-toe  and  still  cannot  reach  values. 


Nothing  is  easier  than  to  dress  a  stout  man  so  that  the  stoutness 
is  emphasized,  or  a  thin  man  so  that  his  clothes  flap.  The  art  of 
dressing  is  to  avoid  all  such  failures.    You  avoid  them  here. 


As  good  a  weaving  as  was  ever  made  or  sold  at  a  reasonable 
price.  Not  the  finest,  not  the  best,  but  far  from  being  inferior  or 
ordinary.  .  .  .  You  can  pick  the  goods  to  pieces  thread  by 
thread,  and  you  find  it  pure  wool  through  and  through. 


A  thoroughly  up-to-date  tailor  made  them.  They  are  his  breach- 
of-promise-suits— finished  a  month  after  important  orders  were  to 
have  been  delivered.  So  the  garments,  right  in  every  way,  were 
refused.  To  catch  his  breath  from  the  setback— and  catch  some  of 
his  dollars,  too— he  sold  the  suits  to  us. 


The  round-shouldered  person  instantly  recognizes,  when  tried  on, 
the  suitabilitv  of  the  quiet,  losse-fitting  coat,  which  conceals  the 
deforming  curve  of  his  back,  even  though  he  may  not  analyze  the 
cause  of  suitability  or  admit  the  deformity.  Slender  men  can  look 
stouter,  short  men  taller,  sloping  shouldered  men  squarer,  and  any 
man  more  dignified  or  jauntv  as  he  desires,  by  an  mtelligent  selec- 
tion of  standard  "Fit  Reform"  shapes,  tried  on  before  purchased. 


We  do  not  buv  pants  for  advertising  purposes— to  sound  cheap. 
We  buv  good  pants,  made  of  good  goods,  pants  provided  with  all 
the  comforts  of  home,  front  pockets,  watch  pockets,  pistol  pockets 
and  refreshment  pockets.  We  sell  all-wool  worsted. pants,  solid  as  a 
rock,  for  $4.     Patronize  our  pantry— it  pays. 


THE  CLOTHING  BOOK. 

We  complain   because  some  of  our  customers  and  friends  don't 
complain  when  they  have  reason  or  only  think  they  have. 


Outfitting  for  School. — For  the  rest  of  this  month  and  next  we 
shall  be  busy  getting  the  boys  ready  for  the  "Campaign  of  Edu- 
cation." which  commences  as  noted  above.  We  have  the  very  lat- 
est fall  styles  in  clothing  and  furnishings,  and  can  save  you  money 
on  the  outfits. 


Look  out  for  the  cheap,  ready-to-wear  clothes — sure  to  be  in- 
ferior— you  know  they  won't  hold  their  shape.  But  there's  no  need 
of  being  extravagant,  either.  Our  kind  is  the  safe  middle  ground. 
Cost  enough  to  be  good,  not  enough  to  be  wasteful. 


One  tells  another,  and  we  witness  every  day  the  power  of  that 
influence.  You  never  read  an  advertisement  of  poor  clothing. 
Strange,  too,  for  there's  more  poor  than  good.  Each  advertiser 
represents  his  own  as  being  better  and  cheaper  than  others.  Not 
so  here.  Ours  is  as  good  as  our  best  energies,  ability,  knowledge 
and  experience  can  get.  It  may  not  be  as  good,  it  may  be  better 
than  others.  Only  one  way  for  3^ou  to  know — come  and  see.  One 
thing  sure,  business  is  growing  here.  Yesterday's  best  is  to-day's 
starting. 


We  enjoy  telling  you  about  them,  because  the\  deserve  all  the 
praise  that  can  be  bestowed  upon  them.  Talk  about  Variety  and 
Styles!  We  can  make  every  child  into  a  walking  fashion  plate  by 
securing  one  of  our  shapely  garments  for  your  little  ones. 


The  time  was  long  ago  when  the  little  ones  wore  the  clothing 
which  descended  to  them  from  their  elders,  moulded  and  amended 
by  the  mother's  shears  to  suit  the  new  conditions.  We  have  dresses 
and  wraps  here  for  little  girls  especially,  on  which  there  have  been 
as  much  thought  and  care  expended  as  if  they  were  intended  for 
the  most  fa.stidious  belle.  Yet,  with  all  that,  almost  cheaper  than 
the  "made-over"  kind,  and  a  deal  less  bother. 


The  Scholar's  Clothing  Supply  Camp.— Regiments  of  reliable 
goods  of  school  garments  camped  here.  Take  the  whole  trouble  of 
the  school  outfit  oflf  your  hands. 


School  suits  now  ready  for  the  youngsters  who've  come  back 
from  vacation  joys  ''sound  in  wind  and  limb,"  but  much  the  worse 
for  wear  outwardly. 


THE  CLOTHING   BOOK. 

Outer  Wraps  for  Little  Folks.— Is  there  a  toddler  of  4  or  less 
to  be  togged  out  for  spring?  Is  baby  to  have  a  first  wrap?  We've 
had  It  all  thought  out  for  you.  The  collection  is  fairly  ready  this 
morning.  There  are  reefers  for  ages  i  year  to  4,  but  all  the  styles  are 
not  shown  m  all  the  sizes— we've  picked  out  etTective  fabrics  and 
finishes  for  the  several  stages  of  infantile  advancement. 


Going  to  send  your  boy  away  to  school,  arc  you?  Very  good; 
send  us  his  trunk,  and  w^e'll  fill  it  up  with  clothes,  shoes,  hats  and 
furnishings— subject  to  your  approval.  Or,  send  us  the  boy  and 
we'll  supply  the  trunk  as  well.  Or,  if  you're  in  town  at  an  hotel, 
and  can't  spare  the  time,  we'll  send  to  you.     Which  shall  it  be? 


Does  It  pay?  Cost  of  one  advertisement,  $100.  Profit  on  orders 
gained.  $50.  Net  loss,  $50.  Ah!  but  each  of  you  have  saved  $10  t  ) 
$15  on  your  suits  made  by  Nicoll — and  you  come  again  and  again — 
and  tell  your  friends.  Making  it  pay?  You  have  given  us  the  larg- 
est tailoring  business  in  the  world. 


We  are  in  no  hurry  for  you,  waiting  doubter.  We  are  pretty 
well  used  to  the  results  of  advertising:  quick  with  quick  people; 
slow  with  slow  people;  sure  with  intelligent  people.  We  are  willing 
to  wait  for  you  slower  ones,  but  let  us  tell  you  fairly,  sharper  peo- 
ple are  enjoying  advantages  that  you  are  not. 


What  is  known  and  sold  as  ready-made  clothing  is  clothing  cut 
out  by  machinery,  put  together  by  machinery,  and  with  the  aid  of 
starving  female  labor.  Such  a  garment  stamps  the  wearer  on  sight 
as  dressed  in  slops.  He  not  only  looks  it,  but  as  a  consequence 
feels  it.  Men  are  learning  that  they  cannot  alTord  to  be  ill-dressed. 
Slops  have  had  their  day.  Our  ready-to-wear  clothing  expresses 
exactly  what  the  name  would  imply.  Quite  ready-to-wear.  Made 
by  tailors,  designed  by  an  artist,  sewn  with  the  best  linen  and  silk, 
cut  to  fit  the  form  of  man,  be  he  tall,  short,  stout,  or  thin.  Any 
man  not  a  positive  malformation  can  be  fitted  by  our  clothing.  By 
fitted  we  mean  dressed  so  that  he  looks  a  gentleman,  and  possesses 
that  feeling  of  comfort  and  air  of  ease  that  always  marks  the  well- 
dressed  man. 


Traveling  salesmen  wait  until  they  reach  East  Liverpool  to  buy 
their  overcoats.  They  say  ours  are  best  for  the  money  shown  any- 
where.    They  ought  to  know. 


It  isn't  philanthropy,  but  plain,  matter  of  fact  business  that  in- 
duces us  to  make  a  price  on  men's  suits  such  as  this. 


THE  CLOTHING  BOOK. 

If  there  weren't  such  a  difference  in  clothing,  we'd  simply  tell 
you  how, much  lower  our  prices  are  than  others.  Two  suits  can  1)6 
bought  fi-om  the  same  bolt  of  cloth  and  one  might  wear  a  year 
while  the  ■  other  would  shoddy  in  a  month.  There's  as  much  in 
making  as  in  the  material. 


Do  you  belong  to  the  wheel  brigade?     That  is,  do  you  ride  a 
wheel?    Have  you  got  a  bicycle  suit?    We've  got  lots  of  them. 


Faultless  and  flawless  fabrics. 


There  is  something  about  the  get-up  of  our  summer  suits  that 
makes  a  man  think  that  they  were  made  for  him. 


Clothes  must  always  be  in  mind,  whatever  comes,  joy  or  sorrow; 
at  all  times,  winter  or  summer;  by  the  lad  who  takes  father  as  a 
model,  the  young  man  to  whom  cut  of  coat  or  set  of  trousers  is  all 
important,  or  by  those  to  whom  clothes  are  simply  a  covering.  We 
have  clothes  to  suit  all  sorts  and  conditions  of  men,  weather  and 
surroundings. 


Let  no  coolness  exist  between  us,  only  in  the  matter  of  light 
weight  clothing.  It's  a  splendid  line  we  show.  No  time  to  waste 
on  particulars.  It's  hot,  and  you  need  thin  clothes,  and  we  have 
them. 


Clothing  is  our  leading  line,  and  we  are  leaders  in  clothing. 


One  of  the  things  that  clothing  stores  can't  understand  is  how 
we  can  sell  goods  at  the  prices  we  do  and  stay  in  business  so  long. 
One  of  the  things  we  can't  understand  is  why  people  help  other 
stores  to  get  the  price  they  do. 


In  advertising,  printer's  ink  often  flows  into  figures  which  are 
imagined  and  deceptive.  The  true  measure  of  low  prices  is  quality. 
Upon  that  corner-stone  we  have  built  a  business  reputation  for 
worth  and  reliability  which  has  won  the  confidence  and  patronage 
of  New  England's  best  people  and  made  ours  the  busiest  corner 
on  Boston's  busiest  street. 


Don't  pay  an  ordinary  price  for  an  ordinary  suit — not  when  an 
ordinary  price  will  buy  something  extraordinary. 


THE  CLOTHING  BOOK. 

Does  it  suit  j^ou?  That  suit  you've  been  holding  onto,  and  hold- 
ing onto  until  it  almost  speaks  to  you  and  says,  "Better  lay  me  aside 
now." 


We  have  reason  to  feel  proud  of  our  men's  suits  this  summer.  It 
would  be  hard  to  imagine  a  finer  selection  of  strictly  up-to-date 
suits. 


Not  a  trashy  suit  among  them.  Not  a  suit  that  anybody  can 
point  at  and  say,  'There's  one  of  those  cheap  suits  that  so-and-so 
has  been  selling."  They  are  dressy,  handsome  and  reliable,  and 
just  as  we  tell  you — they  are  regular  $8  and  $io  suits.  To  empha- 
size our  "independence"  we  offer  them  to  close  at  $5. 


There  are  two  ways  to  make  children's  clothes — one  is  to  make 
them  so's  they'll  wear,  and  the  other  is  to  make  them  so's  they'll 
wear  out.  The  kind  that  wear  are  made  to  bring  a  customer  back 
again.  The  kind  that  wear  out  are  made  to  make  a  big  profit  on  the 
first  time  a  customer  comes,  for  fear  he'll  never  come  back  again. 
You  can  judge  the  kind  of  clothes  we  sell  for  boys  by  the  way  your 
neighbors  talk.  Whenever  you  see  a  small  boy  hanging  frorn  a  nail 
on  a  roof  or  from  a  limb  of  a  tree  by  his  coat  or  pants — his  folks 
buy  his  clothes  here.  It  takes  a  stepladder  or  a  stepmother  to  take 
down  a  boy  who  wears  Nebraska  clothes. 


Requirements  of  robust,  romping,  rollicking  boys  are  surpass- 
ingly met  at  this  boys'  clothing  department.  Looking  out  for  the 
future,  when  boys  grow  to  manhood,  we  will  still  expect  their  pa- 
tronage and  friendship.  That's  why  we  are  giving  the  school  boys 
such  fine  bargains  these  days. 


We  start  with  materials  that  we  know— a  foundation  texture  that 
insures  strength,  durability,  suppleness,  mellowness  and  a  firmness 
which  gives  permanency  to  the  fit  of  the  garments.  With  slight 
alterations  (made  by  our  tailors)  we  can  fit  perfectly  nine  men  out 
of  ten,  and  we'll  make  a  suit  to  fit  the  tenth  man  without  extra 
charge. 

The  boy  who  can't  kick  out  two  suits  of  clothes  a  season  is  no 
boy  at  all,  and  hasn't  got  life  enough  in  him  to  succeed  at  anythmg 
any  better  than  he  does  at  wearing  clothes.  If  your  boy's  suit  is 
worn  out  already,  it  was  life  and  energy  that  did  it,  and  he  should 
be  encouraged  to  keep  it  up.  You  can  furnish  all  the  encourage- 
ment necessary  in  the  way  of  well  dressed  satisfaction  by  puttmg 
on  him  a  suit  of  our  clay  worsted  or  fancy  cheviot  in  either  round 
or  square  cut,  single  or  double  breasted. 


THE   CLOTHING   BOOK. 

You  might  almost  as  well  clothe  boys  in  paper  bags  as  in  some 
of  the  trash  sold  under  the  name  of  boys'  clothing.  Quality  counts 
here.  Note  the  lined  knees,  the  patent  waistbands,  the  extra  patch- 
pieces,  that  go  with  so  large  a  part  of  our  boys'  clothing.  See  the 
quality  in  these  $3.50  serge  suits — every  suit  guaranteed  not  to  fade: 
you  might  soak  it  in  salt  water  and  dry  it  in  the  sun,  yet  the  color 
would  be  the  same.     . 


We  don't  ask  any  man  to  trade  with  us  on  the  strength  of  our 
reputation,  or  because  we  have  been  a  long  time  in  business,  or 
because  we  sold  things  cheap  last  year.  With  us  every  year  has  got 
to  take  care  of  its  own  business.  Every  sale  has  got  to  stand  on 
its  own  bottom.  Every  customer  has  got  to  judge  us  by  what  he 
buys — not  by  what  his  neighbor  buys. 


We  clothed  the  boy  when  he  went  to  school.  We  clothed  the 
boy  when  he  entered  business.  We  clothed  the  boy  when  he  fell  in 
love.  We  clothed  the  boy  when  he  married.  And  now  we  clothe 
his  boy. 


There  is  an  old  proverb  to  the  effect  that  every  time  you  have  a 
button  sewed  on  the  clothes  you  are  wearing  the  sewer  sews  on 
trouble.  Whether  this  is  true  or  not,  it  certainly  takes  trouble  to 
sew  up  rips  and  on  buttons.  Good  work  won't  rip — buttons  well 
sewed  on  won't  come  ofif.  W'e  do  good  work  and  want  your 
patronage. 


Your  needs  are  our  forethoughts.  Your  satisfaction  our  duty. 
Your  confidence  our  highest  reward.  We  have  ploughed  ahead  into 
the  possibilities  of  creation — turned  to  light  new  fashions — excelled 
excellencies  which  you  have  had  heretofore,  and  planted  the  ban- 
ner of  perfection  in  hitherto  untrespassed  ground. 


The  choosing  of  a  suit  is  too  serious  a  matter  to  be  done  care- 
lessly— it  is  a  continued  regret  if  you  make  a  mistake.  It's  a  sort 
of  weakness  here  to  go  around  wath  a  nimble  shears  and  clip  ofT 
samples  to  give  for  consultation  or  comparison.  It's  profitable,  too. 
We  like  to  do  it!  Almost  ten  times  out  of  ten  they  come  back  with 
an  order,  and  it's  always  a  satisfied  one — that's  pleasurable  to  us. 


"Strongantough  suits"  are  doubly  desirable.     Dressy  enough  for 
Sunday  best  and  strong  enough  for  any  day's  worst  usage. 


Supreme  comfort  is   expressed   in   two  words — crash   and   serg'-*. 
And  supreme  satisfaction  in  two  more — Saks  crash  and  Saks  serge. 


THE  CLOTHING  BOOK. 

"Truck"  we  won't  have.  We  couldn't  sell  it,  and  we  don't  give 
anything  away;  but  if  we  did,  we'd  be  ashamed  to  give  people 
"truck."  Any  one  is  mean  who  won't  give  the  best  there  is,  and  any- 
bodv  is  foolish  who  won't  sell  the  best  there  is. 


"He  who  greases  his  wheels  helps  his  oxen,"  is  an  old  saying, 
but  true.  We  help  those  who  help  us.  and  those  who  help  us  help 
themselves.  We  do  business  for  what  business  will  bring.  The  big- 
ger the  business,  the  better  the  values  that  can  be  given  to  cus- 
tomers. 


Propriety  in  attire  has  no  substitute.  Lavish  expenditure  of 
money  never  conceals  the  want  of  it.  To  dress  well,  dress  with 
taste.  It's  easy  enough  to  do  so.  Our  stock  of  high-grade  cloth- 
ing is  a  whole  library  of  practical  hints  on  correct  attire. 


There  is  an  exact  point  in  the  division  of  clotliing  prices — 
where  elegance  and  fineness  begin — where  the  little  extras  begin  to 
manifest  themselves  and  bloom  into  realities.  We  touch  that  point 
in  our  famous  ready  tailored  suits  at  $i8. 


The  knife  that  the  tailor  guided  in  cutting  out  these  garments  is 
not  the  only  one  that  has  been  used — we've  employed  a  keener 
blade  than  that  in  shaving  down  prices. 


We  make  a  boy  look  like  a  gentleman  and  feel  like  a  king  in  one 
of  our  nobby  spring  suits.  This  line  was  selected  with  a  view  to 
making  both  parents  and  boys  our  friends.  The  boys  want  suits 
that  look  right — the  parents  want  suits  that  cost  right,  and  the  com- 
bination is  guaranteed  at  this  store. 


Don't  hang  on  to  the  rear  of  the  chariot  of  progress,  and  be 
yanked  along,  with  a  chance  of  the  tailboard  giving  way.  Get  on 
the  seat  with  the  driver  and  set  the  pace.  We  hold  the  ribbons  and 
set  the  pace  for  everything  that  pertains  to  suits  or  overcoats. 


Two  men — one  dressed  in  a  shabby,  ill-fitting  suit;  the  other  in  a 
new,  elegantly-fitting  one — which  of  the  two  will  create  the  better 
impression?    Which  one  will  do  the  more  business?    You  know. 


Men's    and    boys'    clothing    designed    especially    for    comfortable 
wearing  during  hot  months.     There's  comfort  in  the  price,  too. 


THE  CLOTHING  BOOK. 

Moulting  Time. — When  you  begin  to  throw  off  your  overcoat  you 
notice  how  badly  you  need  a  new  suit.  That  is  inevitable.  The  best 
clothing  won't  wear  forever.  The  new  spring  suit  you  must  have 
will  cost  you  less  and  wear  you  more  the  way  we  sell  it  than  any 
other  way. 


If  you  want  a  sausage  fitting  garment,  with  a  bunch  of  wrinkles 
under  the  arms  or  a  pair  of  pants  that  walk  when  you  do  and  the 
seam  twisting  over  the  foot,  then  listen  to  the  music  of  the  hammer 
of  our  competitors.  But  if  you  want  tone,  ease,  finish  and  city  style, 
come  to  us  for  your  suit. 


Dress  with  equal  care  in  bicycle  paths  as  in  ordinary  paths  of  life. 
We've  given  bicycle-golf  "togs"  more  care  than  ever.  Some  of  our 
knickerbockers  are  gorgeous,  but  topped  of¥  with  a  black  coat 
they're  simply  smart;  quiet  ones  for  quiet  people,  of  course. 


Did  it  ever  strike  you — the  inconsistency  of  some  announcements 
— "clothing  merchandise  at  the  cost  of  the  thread  and  buttons,"  and 
so  forth.  We're  not  selling  gold  dollars  for  50  cents,  neither  is 
any  one  else;  but  if  you  want  a  good,  stylish,  serviceable  overcoat  or 
duster,  we've  got  it. 


Is  it  worthy?  Will  it  wear?  Will  it  add  to  a  man's  comfort  or 
appearance?  That's  the  sifter  that  separates  the  wheat  from  the 
chaflf  in  this  department.  If  you  are  a  customer,  you  know  it.  If 
you  are  a  stranger,  a  short  look  here  will  prove  it. 


It's  not  keeping  the  heat  out  that  makes  you  warm — it's  keeping 
it  in.  If  you  want  to  be  comfortable  these  hot  days  wear  such 
clothes  as  will  let  the  animal  heat  out  and  allow  fresh  air  to  come  in. 
Such  as  superwhite  Bleached  Lisle  Thread  Undershirts,  silk  tape 
bound  and  briar  stitched,  which  we  put  on  sale  to-morrow. 


If  the  law  prohibited   the   wasteful   extravagance   of  money,   we 
would  have  a  monopoly  of  the  clay  serge  business. 


The  struggle  for  supremacy  between  a  boy  and  his  clothes  gen- 
erally results  in  favor  of  the  boy.  You  know  beforehand  how  the 
conflict  will  end;  but  you  bravely  prepare  for  it.  Here's  your  base 
of  supplies — you  clothes  coaling  station.  We're  not  neutrals,  either; 
we  ofler  you  all  the  good  clothes  you  want,  and  the  price  invites 
you.  But  we'll  tell  you  frankly,  the  boy'll  win.  Give  him  as  good  a 
"tussle"  as  you  can. 


THE  CLOTHING  BOOK. 

Don't  get  warm,  when  coolness  and  comfort  go  hand  in  hand  with 
economy — come  get  your  choice  of  light  summer  coats,  regularly 
sold  for  75  cents,  now  going  at  35  cents. 


For  outing  and  abouting  you  will  be  surprised  to  see  what  we 
have  to  offer  you  in  our  outing  department.  Every  season  our 
business  grows  in  this  line.  Here  you  will  find  lots  of  things  you 
never  think  of  until  the  occasion  comes. 


A  Jackdaw  Among  Peacocks. — That's  the  effect  some  men'* 
clothes  have  upon  them  when  they  mingle  in  a  crowd  of  well- 
dressed  people — make  them  look  like  jackdaws  among  peacocks. 
Avoid  the  possibility  of  that  undesirable  distinction  by  selecting 
from  our  superb  autumn  styles.  In  grace  and  elegance,  tone  and 
quality,  our  suits  rank  equal  with  the  best  productions  of  ultra  fash- 
ionable custom  tailors  and  prices  are  less  than  half — frequently  less 
than  a  third. 


We  have  suits  here  for  less  than  $5.  Good  as  any,  better  than 
many,  at  the  price.  But  they  are  not  lauded  up  to  the  sky  here. 
We  tell  you  just  how^  good  they  are,  but  we  don't  recommend  them 
as  the  most  economical.  A  first-class  suit  is  the  cheapest  in  the 
end. 


If  there  is  one  thing  more  than  another  that  we  are  especially 
particular  about  it  is  the  fit  of  our  clothing.  The  man  that  has  never 
been  fitted,  and  knows  that  he  can't  be,  is  welcome  at  our  expense 
if  we  don't. 


Selling  a  suit,  or  a  hat,  or  a  shirt,  or  any  article  in  our  line  that 
will  please  a  customer  and  lead  him  back  to  us  another  season  are 
our  only  aims  in  business.  We  are  thinking  of  the  future  as  well  as 
of  the  present,  and  are  giving  our  friends  and  patrons  the  very  best 
value  that  can  be  secured. 


When  we  buttoned  up  overcoats  and  put  on  snowshoes  to  go 
out  and  place  this  order  for  summer  clothing,  it  went  very  much 
against  the  grain  of  consistency,  but  we  knew  the  wearing  time 
would  come,  and  with  it,  if  we  delayed,  50  per  cent,  higher  prices. 
The  people's  appreciation  of  such  a  saving  can  be  measured  by  their 
lively  attendance  on  this  sale. 


We  put  all  our  know-how  and  all  the  value  possible  into  the 
clothes  we  sell.  Of  course,  as  the  prices  advance,  the  added  dollars 
bring  added  fineness  and  added  handiwork  in  the  tailoring. 


THE  CLOTHING  BOOK. 

There's  a  vitalizing  freshness  about  our  clothing  you  don't  see 
elsewhere.  Buying  clothes  at  some  stores  is  a  little  like  throwing 
dice — shaky  business.  Fame  is  the  fruit  of  good  work,  that's  why 
our  clothing  is  famous  all  over  this  great  commonwealth. 


We  join  hands  with  any  one  who's  trying  to  elevate  the  clothing 
trade  generally  and  make  people  want  the  best.  Only  we  won't  get 
away  from  the  idea  that  while  the  best  is  the  cheapest  in  the  long 
run.  that  best  needn't  be  expensive  even  at  the  beginning. 


A  good  investment  will  be  made  if  you  buy  and  wear  one  of 
our  English  Worsted  Suits.  You  will  feel  as  though  you  are 
well  dressed,  and  your  own  confidence  and  self-esteem  will  be  en- 
hanced and  other  people  will  think  well  of  you. 


Values  are  imperative.  Bargains  are  incidental.  The  people 
depend  upon  values.  The  merchant  thrives  upon  bargains.  When 
what  is  indispensable  unites  with  what  is  satisfying,  then  the  people 
and  the  merchant  arrive  at  an  understanding.  We  are  maintainers 
of  values  while  merchants  in  bargains. 


You  probably  would  guess  the  price  of  this  suit  to  be  fifteen  or 
twenty  dollars  if  you  saw  it  on  your  neighbor,  and  many  good 
clothing  stores  think  a  dozen  dollars  would  be  a  remarkably  low 
price.     Our  price  is  six  dollars  and  a  half. 


Philadelphia  mothers  have  learned  that  there's  no  place  like 
Gimbel's  for  boys'  clothing.  Purse  experience  has  told  thern  this. 
Wear  experience  has  verified  it.  Here  is  more  of  this  best  kind  of 
clothing. 

Talk  is  cheap,  but  not  in  the  language  that  our  clothing  speaks  for 
us.  Each  suit  that  we  sell  a  man  is  the  strongest  sort  of  an  argu- 
ment in  its  favor,  and  those  who  are  wearing  our  clothes  are 
backing  up  these  arguments  every  day.  This  sort  of  talk  is  not 
cheap. 

Pants  That  Hang  Right.— The  whole  secret  of  pant  beauty  is  in 
the  fit  or  "hang."  Beautiful  cloth  makes  ugly  pants  if  the  "hang" 
is  bad. 

Merely  to  cover  a  man  just  like  an  umbrella — that's  the  way  some 
suits  are  made  up.  regardless  of  fit,  finish  or  fashion. 


THE  CLOTHING  BOOK. 

Our  clothes  possess  some  indescribable  something  which  stamps 
them  as  "high  class."  It  is  the  result  of  tailoring  art,  applied  by- 
tailoring  brains — to  the  best  tailoring  materials. 


Folks  that  haven't  a  boy  will  want  to  borrow  one  when  they  see 
the  nice  things  we're  showing  in  our  boys'  department.  We  can 
suit  the  size  of  the  boy  and  the  size  of  the  pocket-book. 


Between  this  and  fishing  there  will  be  any  number  of  days  in 
which  you  think  you  might  catch  a  fish,  but  if  you're  not  careful 
you'll  find  any  number  of  cool  nights  and  mornings  in  which  you 
can  catch  a  cold.  You  can  avoid  catching  cold  and  live  to  catch  fish 
if  you  hire  us  to  spring  overcoat  you  with  one  of  our  new  and 
nobby  styles. 


It's   the    difference    in   clothing   that   makes   you    such   a    staunch 
friend  to  our  clothing. 


There  are  two  ways  to  be  economical.  One  is  by  spending  little 
money,  another  is  by  getting  the  best  goods  for  your  money. 
When  you  buy  here  you  practice  both  economies. 


The  reason  we  don't  charge  as  much  profit  as  otTiers  is  because 
we'd  rather  make  five  sales  and  five  dollars  than  one  sale  and  two 
dollars. 


W1ien  we  say  $15  for  a  suit,  it's  not  for  the  suit,  but  what's  in  it. 
We  don't  know^  how  to  give  all  wool  and  our  way  of  making  for 

less. 

All  the  world's  a  stage,  and  if  the  "costumes"  that  we  wear  are 
not  up  to  the  standard  of  neatness  and  style,  we'll  likely  be  cast 
for  "small  parts." 

Our  prices  go  to  the  limit  of  usefulness  and  there  stop.  Tower 
prices  than  ours  are  for  trash. 


THE  CLOTHING  BOOK 


Record  of  Advertising  Contracts 


W2V1 

Time, 

Space,  

Plaice, 

Anioitnt, 

Expires, 

With 

Time, 

Space, 

Price, 

A^noicnt, 
Expires, 

Remarks 


THE  CLOTHING  BOOK 


Record  of  Advertising  Contracts 


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Timi\ 

Space,  

Price, 

Ai)ioiciit, 

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With 

Time, 

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Price, 

A  1)1021  nt. 
Expires, 

Remarks 


THE  CLOTHING  BOOK. 

Record  of  Advertising  Contracts 

With  

Time,  

Space,  : 

Price, 

AnioiLiit, 

Expires, 

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Amo2int, 

Expires,  : 

Remarks : 


THE  CLOTHING  BOOK. 

Record  of  Advertising  Contracts 

With 

Time^ 

Space,  ■■ 

Price, 

Arnotcnt, 

Expires, 

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Ti^ne, 

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Amount, 

Expires, 

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THE  CLOTHING  BOOK. 

Record  of  Advertising  Contracts 

With 

Time, '.. 

Space,  : „ 

Price, 

Amount, 

Expires, 

With 

Time, 

Space, 

Price, ,. 

Amoitnt,  

Expires, 

Remarks : 


THE  CLOTHING  BOOK. 

Record  of  Advertising  Contracts 

With 

TimCy : 

Space,  

Price, 

Amount, 

Expires, 

With , 

Tii7te, 

Space, 

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Expires,  

Remarks: 


THE  CLOTHING  BOOK. 

Record  of  Advertising  Contracts 

With 

Tune, 

Space,  

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Aiiioiuit, 

Expires, 

With 

Time, 

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THE  CLOTHING  BOOK. 

Record  of  Advertising  Contracts 

With 

Time, 

Space, 

Price,  : 

Anioicnt, 
Expires^ 

With. 

Time, 

Space, 

PiHce, 

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Remarks  : 


DAILY  SALES  and 
ADVERTISING  RECORD 

A  concise  record  of  your  daily 
sales  and  the  daily  cost  of  your  ad- 
vertising- will  be  found  invaluable. 
For  this  purpose  the  following- 
twelve  pages  have  been  arranged. 
Very  little  time  will  be  required  to 
keep  this  record— the  form  being- 
the  simplest  possible. 

After  you  have  kept  it  carefully 
for  a  few  months  you  will  find  that 
it  will  indicate  with  a  good  deal  of 
certainty  just  what  your  advertis- 
ing is  doing-  for  you. 

The  long-er  you  keep  it  the  more 
interesting-  and  valuable  it  will  be- 

!  come,  and  the  more  incentive  there 
will  be  to  make  each  month's  busi- 

I  ness  exceed  that  of  the  preceding- 
month  or  that  of  the  corresponding- 
month  of  the  preceding-  year. 

Try  it.  Commence  with  yester- 
day's sales — not  with  to-morrow's. 


LAST  YEAR-J*-A.ISrXJ.A.Ii"y-THIS 

YEAR 

^^ 

SALES            1    ADVERTISING 

SALES 

ADVERTISING 

1 

2 

3 

4 

5 

G 

7 

H 

9 

lO 

11 

12 

13 

• 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

2« 

27 

1 

28 

29 

30 

31 

Total 

1 

INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


Total, 


LAST    YEAR-FJ53BI^"Cr.A.I%"3r-THIS   YEAR 
SALES  ADVERTISING    '  SALES  \     ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales),  $ 


LAST  YEAR-3S^-A.ItOia:-THIS 

YEAR 

r:^~ 

. , ^^ 

SALES                 ADVERTISING 

SALES 

ADVERTISING 

1 

2 

3 

4 

5 

6 

7 

H 

9 

lO 

1 

11 

1 

13 

13 

14 

15 

10 

17 

18 

19 

1 

20 

1 

2  1 

oo 

1 

23 

21 

25 

1 

2C 

27 

2H 

Total, 


INCREASE  (Advertising),  $ 
INCREASE  (Sales)  $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),  $ 


LAST  YEAR  -  -^  IP  I^  I  IL.  -  THIS 

YEAR 

SALES           j 

ADVERTISING 

SALES                ADVERTISING 

1 

3 

3 

I 

4 

!i 

6 

7 

H 

9 

10 

11 

13 

. 

13 

14 

15 

1 
i 

IG 

17 

18 

19 

30 

31 

33 

33 

34 

35 

1 

36 

1 

37 

38 

39 

• 

30 

Total, 

ii 

INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 

DECREASE  (Sales),     $ 


LAST  YEAR    -    3^    -A.    TT    -    THIS 

YEAR 

SALES 

ADVERTIStNG 

SALES 

ADVERTISING 

1 

2 

3 

4 

5 

6 

7 

H 

9 

lO 

11 

12 

13 

14 

15 

16 

17 

IH 

19 

20 

21 

22 

23 

24 

25 

20 

27 

1 
1 

28 

i 

i 
1 

29 

30 

31 

Total 

! 

1 

INCREASE  (Advertising),  $ 
INCREASE  (Sales),     S 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


LAST  YEAR  -    J    TJ 

3Sr    E  —  THIS 

YEAR 

'' 

SALES 

ADVERTISING 

SALES 

ADVERTISING 

1 

2 

3 

4 

5 

6 

7 

8 

9 

lO 

11 

la 

13 

14 

15 

16 

17 

18 

19 

20 

31 

33 

33 

34 

1 

35 

■ 

36 

37 

1 
1 

38 

39 

30 

Total, 

INCREASE  (Advertising),  $ DECREASE  (Advertising),  $ 

INCREASE  (Sales),     $ DECREASE  (Sales),     $ 


LAST  YEAR    -    J   XJ   L  "Z"  -   THIS   YEAR 
SALES  ADVERTISING    I  SALES  I     ADVERTISING 


3 

4 

5 

G 

7 

8 

9 
lO 
11 
12 
13 
14 
15 
IG 
17 
18 
19 
20 
21 
22 
23 
24 
25 
2G 
27 
28 
29 

30 

31 


Total, 


INCREASE  (Advertising),  $ DECREASE  (Advertising),  $ 

INCREASE  (Sales).  $ DECREASE  (Sales\  $ 


LAST  YEAR--A-"Cra-"CrST-THIS   YEAR 


— 

SALES           1 

ADVERTISING 

SALES            1     ADVERTISING 

1 

s 

3 

4 

S 

6 

7 

8 

9 

1  <i 

1  w 
11 

12 

' 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

• 

25 

26 

27 

1 

28 

1 
1 
1 

1 

i 

1 

29 

1  ■ 

30 

31 

Total, 

! 

INCPPA<sF  advertisii 

ig),  $    DECREASE  (Advertising),  $ 

INCI 

lEASE  (Sales), 

$ 1 

DECREASE  (Sales) 

$ - 

LAST  YEAR-SEFTE3VCBEI?,— THIS   YEAR 


SALES 


I     ADVERTISING 


Total, 


SALES 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


LAST  YEAR-OOTOBBIi-THIS  YEAR 


2 
3 

5 

6 

7 

H 

9 
10 
11 
12 
13 
14 
15 
IG 
17 
IH 
19 
20 
21 
22 
23 
24 
2.'* 
20 
27 
28 
29 
30 
31 

Total 


SALES 


ADVERTISING    ! 


SALES 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


LAST  YEAR-3SrO"VEIvIBEE,-THIS   YEAR 
SALES  '     ADVERTISING    !  SALES  i     ADVERTISING 


2 
3 
4 

5 
G 
7 
H 
9 
lO 
11 
12 
13 
14 
15 
Hi 
17 
IH 
19 
20 
21 
22 
2.1 
24 
25 
2« 
27 
2H 
2« 
30 


Total, 

INCREASE  (Advertising),  $ 

INCREASE  (Sales),     $ 


DECREASE  (Advertising).  $ 
DECREASE  (Sales),     $ 


LAST  YEAR-I3EOE3VCBER-THIS   YEAR 


SALES 


Total, 


ADVERTISING 


SALES  ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


THE 
THING  BOOK 


By  GHARLES  AUSTIN  BATES 


M'm 
^ 


'■VAi 


111 


\m 


7^'M'M 


■:mit^^ 


^^>m\ 


■■>^:r 


W^ii. 


^:'m 


